End report Online marketing Madame Tussauds Singapore

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preface We, Robin Akkermans, Laura D’Agate, Anya Bazhenova, Julia Brugman and Charlotte Adriaanse have been ordered by Fontys University of Tilburg to conduct an investigation about Madame Tussauds Singapore. In this endreport about Madame Tussauds Singapore that has been written in semester 3. This research has been started on 7 September and ended on Monday 23 October 2017.

At the beginning of the endreport you can find a desk research about Madame Tussauds and Singapore. Then you can find the several current trends. At the end of this trend report you can find the two personas with their customer Journey.

The acceptance speech is addressed to Joep. He helped us and has accompanied at this endreport.

With this, we hope that you will be inspired by the endreport and we hope you enjoy reading this.

Laura, Julia, Anya, Robin & Charlotte 2

introduction Introduction Madame Tussauds Singapore and Fontys Economic University Tilburg have given us the opportunity to make a endreport to do by Madame Tussauds Singapore. Madame Tussauds Singapore is a museum and tourist attraction at Sentosa Island on Singapore. It opened on November 2014 as the seventh Asian attraction of the Madame Tussauds international chain of wax museums. The museum features many wax figures of political figures, famous actors, sports icons and other superstars. People can photograph and pose with their favourite stars, come face to face with international icons and get on stage with music legends. Including the all new and re-imagined Images of Singapore LIVE and the “Spirit of Singapore� boat ride, Madame Tussauds Singapore is a whole unique experience.

The research question of this project is: How can we ensure that more visitors come to Madame Tussauds Singapore.

In this concept is there to take into account the values of Madame Tussauds, but also with to needs of the target group. In the first part of this endreport there is extensive research done done to Madame Tussauds and Singapore. With this data we have a better picture of their as in organization. Later in the report you can find the target group using a perona and their customer journey.

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index 2.

1. singapore

Country Religin Inhabitants Culture Conclusion

madame tussauds

6 6 6 7 8

Timeline 10 About MT 10 Marketing P’s 11 Company targetgroup 12 Competitors 14 Marketing communitcation 15 brief 4

3. trendreport

Trendreport 16 Conclusion 17

4.

5.

market segments

Market segmentation Persona Target & positioning

customer journey

18 20 23

Customer Journey Families 24 Customer Journey Young Adult 25 Conclusion Family 26 Conslusion Young Adult 27

6.

7.

online tracking Online Tracking profile

other

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Bibliography 31 Attachmetns 36

1. SINGAPORE

country & culture

5,607 Million inhabitants Means of payment is S$

Singapore is 716 km²

country

Singapore, the city-state in southern Malaysia, became an independent nation in 1965. It is a capital and a state all at once, making it one of only three City States in the world. Singapore was called Singapura, which translates as Lion City in Sanskrit, by a Sumatran Prince after he thought he saw a lion on the island. However, Singapore was originally known as Temasek, meaning ‘sea town’ in Javanese. Today it is a thriving global financial hub and described as one of Asia’s economic “tigers”, so-called economic giant. It is considered to be the top International-meetings city. Lion City is famous for conservatism and strict laws that create stability and security for its citizens.

No chance to imagine the whole image of Singapore not knowing local figures who shaped the country the way it is now. (Turnbull, C. M, 2009)

3%

Christian 16% 2%

9%

None 34%

11%

Hindu

76%

12%

Buddhist

Other

Others 5% 7%

religions

14% 11%

Indians

Muslim

Malays

Taoist

Catholic

In the graph about religions, you can see that prevailing religions are Buddhism (34%), Christianity (11%) and no preference at all (16%). It’s important for Madame Tussauds to know what religions there are because they have to deal with different norms and values. (Statistics Singapore: General Household Survey, 2015)

inhabitants

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Singapore is a country with many different inhabitants from many different countries. Most of the inhabitants (76%) come from China. (Statistics Singapore: Resident Population Profile, 2014)

Chinese

“IT’S ALL ABOUT LION CITY” culture

POWER DISTANCE Singapore wants to focus on stability within the community and people being equal is a part of that. Power is centralized and managers trust on their boss and on the rules and will not go against him/her. Employees are expected to do what they are asked to do and they keep it formal towards managers. People who are standing lower than others need to show respect to the one that is higher.

INDIVIDUALISM Singapore is a collectivistic community. That means they feel like “we” is more important than “I”. People want to belong to groups, like families, clans or organizations. They keep an eye on each other in exchange for loyalty.

A person is not just individual, they want to be a part of something.

Indirect communication and harmony within a group must be maintained.

Sometimes they even appreciate politeness more than honesty.

Masculin

Big power distance

Collectivistic community

MASCULINITY The score on masculinity is a bit higher than the femininity in Singapore. It means that culture is more assertive and harder than feminine culture. But there are aspects of the culture that are a bit closer to the feminine side than the masculine side.

UNCERTAINTY AVOIDANCE Singapore has a really low score on uncertainty avoidance. They do not have all those rules because of the avoidance of uncertainty but because they like structure. And they need structure because of the high power distance index.

LONG TERM ORIENTATIONS Long-term investments are happening a lot in Singapore. Because of the strength of the country to work on a long-term and make plans for the future, Singapore is now one of the five dragons with a huge economic success.

Singapore has the ability to be this strong because they keep their options open and are willing to try new things to develop themselves.

7 (Hofstede Insights, 2017)

Long term orientation

Low uncertaincy avoidance

country & culture conlusion Country Singapore, city in southern Malaysia is an independent nation. The country is global financial hub and described as one of Asia’s economic ‘’tigers’’, so called economic giant. It is considered to be the top internationalmeetings city. Besides that, Singapore has conservative and strict laws to create stability and security for its citizens. Singapore, also called Lion City, is world’s largest trading entity. It’s known as a top destination for travelers, but the high cost of living and currency appreciation have led to a decrease in international students. So, Singapore is a country full of trade, entertainment, but high costs as well.

Culture Singapore is a structured country with a formal business, meaning employees has to interact formal with their managers. Stability is a thing in Singapore and people not being equal is a part of that.

The ‘’we’’ is more important than the ‘’I’’. People in Singapore really like to be part of a group and they even appreciate politeness more than honesty.

Therefore, Singapore is a collectivistic country.

Singapore is almost balanced between feminine and masculinity, yet there is almost no separation in the emotional roles of the sexes. Man and woman act almost equally. Feeling empathy for each other is very important and people like to stay away from conflicts.

And last but not least Singapore is focused on the future what means that they pay attention to long term orientations.

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Singapura MASCULIN

buddhist

lion city CATHOLIC

HINDU Muslim

Christian

Taoist SENTOSA CHINESE CULTURES ISLAND Economic Tiger 9

MALAYS

SINGAPORE

2. Madame madame tussauds about Madame tussauds

By 1835 Maria settled in London and opened a establishment to exhibit her wax statues.

In November 2017 the 4D cinema will me released in Madame Tussauds Singapore

From 2011 the company is owned by Merlin Entertainments.

timeline More locations with exhibitions of wax statues in different cities and countries.

Attraction in Singapore opened in 2014.

about madame tussauds

Unique about Madame Tussauds Singapore is that it is located on Sentosa Island, a beautiful, but also, one of the most expensive locations in the world. It is full of other interesting touristic attractions. The special part of MT Singapore is that has, of course, their real-life looking wax statues of the most famous people in the world. Every Madame Tussauds has their own wax statues, but every country focuses on other types of people they want to present. For example, The Netherlands have more statues of football players and DJ’s while Singapore has also some Asian culture involved like Asian presidents and famous Asian actors. Besides of that, Madame Tussauds Singapore focuses more on Marvel and it has their own Images of Singapore Live. In this attraction, tourists can take a boat ride that takes them through the history of Singapore. This way tourists learn more about the Singaporean life and history in a fun way. Because of this, Madame Tussauds Singapore can provide the tourists a ‘local flavor’ of their country and teach them something about the Singaporean life. (Madame Tussauds Singapore, 2017)

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markerting p’s

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roduct:

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Madame Tussauds Singapore is a tourist attraction on Sentosa Island in Singapore. The branch opened in November 2014 as the seventh Asian attraction of the Madame Tussauds international attractions. Madame Tussauds features many wax statues of political figures, famous actors and singers and other superstars. People can photograph and pose with their favorite stars, meet international icons and get on stage with music legends. Including the brand new and re-imagined Images of Singapore LIVE and the “Spirit of Singapore� boat ride. Also, the Marvel 4D cinema is a new experience at Madame Tussauds. That is why Madame Tussauds Singapore is a unique experience (madametussauds, sd).

Madame Tussauds Singapore is a premium product. It means that they also have premium prices. They believe that the experience is worth the price. It is a bit expensive but that is because there is much more than just wax statues. It is a whole experience (tickets, sd).

lace:

romotion

Madame Tussauds Singapore is located on Sentosa Island at Imbiah Lookout. It is not a long walk through the Sentosa Boardwalk. You can also go by car, taxi or the cable car. But the Sentosa express monorail is also a great way to get there. A competitor of Madame Tussauds, Universal Studios, is across the building of Madame Tussauds (Sentosa, sd).

The branding of Madame Tussauds is just a bit of fantasy, glamour, and excitement, which they want to apply to the actual experience walking in Madame Tussauds.

Madame Tussauds offers discounts on the website for example: a family package, local resident, and an online saver. They are active on social media channels like Facebook, Instagram, and Twitter.

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Company target group Tourists who visit Madame Tussauds in Singapore are mainly from Europe, coming from for example Germany, the United Kingdom, France and The Netherlands. They are interested in cultures and would like to learn something new about it (Statistics Singapore: Resident Population Profile, 2014).

Families like to be entertained and want to relax at the same time. They like different cultures so they always want to see something new.

Also a target group of Madame Tussauds is the young adults.

This target group has a good welfare in their country and so, they have enough money to visit a lot of entertainments such as Madame Tussauds.

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young adults

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competitors of Madame tussauds

Sentosa Nature Discovery: Sentosa Nature Discovery is a historic nature museum that is great for walks outside in nature while seeing lots of wild animals on your path. This museum has interactive exhibits for tourists.

(Sentosa the state of fun, sd)

Sentosa Island is a very popular part of Singapore for entertainment and famous touristic attractions. It is also called the state of fun and for a reason! There is a lot to choose from and there are attractions for all types of interests. Besides of Madame Tussauds, there are many competitors on the same island with each on their own experience and interaction.

The following attractions on Sentosa Island that are highly visited and competitors of Madame Tussauds are:

Tiger Sky Tower: If you are standing on top of the Tiger Sky tower (131 meters high) you have an amazing view of Sentosa Island and you even can see Malaysia and Indonesia.

(Sentosa state of fun, sd)

Universal Studios: Universal Studios is an excellent touristic attraction according to most visitors. This attraction offers lots of experience to the tourists because they give shows, fun rollercoaster rides and there are seven zones where you can walk in with each their own city and themes.

(Tripadvisor, sd)

Adventure Cove Waterpark: Adventure Cove Waterpark is a real experience for children, but also for the whole family. This park is full of fun water slides and tunnels where you are surrounded by a fascinating ocean species. (rwsentosa, sd) Siloso Beach (beach volleyball, watersport, floating Bridge): Siloso Beach is a popular visited beach for its beach volleyball, watersports, and the Floating Bridge. This bridge gives the opportunity to take beautiful pictures because it is located on the beach and made of wood, chain, and ropes.

(Inspiron, sd)

Hop on Hop Off: This touristic bus you can find almost in every big city and it takes you through the most popular sightseeings of that city. With this bus you are able to see the whole city, learn, relax and you can step out or in whenever you want that day.

(Tripadvisor, sd)

Palawan Beach: Palawan Beach is especially popular for families. It has a relaxing atmosphere and there are many restaurants and shops located.

(Sentosa the state of fun, sd)

SEA aquarium: SEA aquarium is an incredible attraction where you are surrounded by different types of fishes and sharks from the underwater world. This attraction is interesting and exciting for the whole family. You can see the sea animals from so close that that’s a huge experience itself because you can almost touch them. Besides of that, there are parts of the attractions where you can really touch and feel the sea fishes. There is also a restaurant inside SEA aquarium in the middle of the most beautiful marine fishes swimming around you. (rwsentosa, sd)

Dolphin Lagoon: Dolphin Lagoon is a real dolphin swim experience. You can touch, hug and kiss dolphins. Something lots of people would love to experience. You can have an interactive 30-minute swim with these sweet animals and it is from up to 6 years old.

(Discovery Cove, sd) Little India: In Little India, you can find different restaurants and shops. It’s a place to hang out, relax and shop a bit.

Singapore cable car: If you go on the cable car you are so high that you have a beautiful view of Sentosa Island and at the same time, you can take beautiful pictures of it. There are two lines that you can take: The Mount Faber Line and the Sentosa Line.

(Sentosa online store, sd)

Botanic Gardens: Botanic Gardens is a huge garden where you can experience nature’s beauty and have nice walks. It is full of authentic experience.

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Marketing communication brief What:

Madame Tussauds is planning to place new Marvel wax figures into the Singaporean attraction. Moreover, a 4D cinema is launching alongside Marvel. The screening will have a Marvel pre-show where visitors can get a closer “superhero� experience. The 4D cinema will give a realistic effect on the superheroes (madametussauds, sd).

Why:

We want to make sure that when people are arriving in Singapore, they will not spend their time at other attractions. Madame Tussauds needs to be one of the highlights of their trip to Singapore. When you have only 3 days to spend in Singapore, Madame Tussauds needs to be at top of the list.

Who:

Young adults and families, coming from Europe. Usually tourists. Their age is ranging from 12-25 years old if young adults and in case of families with kids it includes all ages, including elderly. Economically stable, middle class and with a higher status. Also, people who would like to have a break and be entertained without worrying about daily life. They want to celebrate their vacation by going out with the whole family, enjoying and having fun.

How:

Focusing on the experience of Madame Tussauds. It is not just a place where you can look at wax figures but there is a lot more to do. Making sure that there is awareness of the experience of Madame Tussauds. People need to know about the 4D cinema and the boat ride they can visit in Madame Tussauds. An experience you do not want to miss.

When:

November 2017- November 2018

Budget:

75000 Singaporean Dollars

Preconditions:

Drive Online conversions Optimize the Costumer Journey Focus on Digital tools Drive Awareness Marvel 4D Cinema

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3. trend report trends

Customer service Seed: In-Person Customization. Customizable Takeout Packaging Trend: Co-creation, Personalization Restaurant Born2Be soon will have a “personalized menu and innovative cuisine,” as well as a sense of fun that comes through with the eatery’s packaging. The takeout boxes are marked by bold graphics, colors, patterns, and images of that may be adorned with stickers. Relevance for Madame Tussauds can be the use of personalized approach towards customers. Either App or entrance tickets can be done in a similar manner, so it engages kids and adults in creating their own personal design. (McQuarrie, 2017)

Service Seed: DIRO teddy bear Trend: Interpersonal Play, Artificial Intelligence, Personalization Consumers invest in kids toys that teach interaction and bonding.

As modern parents explore all avenues to supporting the social development of their children, many are embracing tech-integrated toys that transform playtime into a crashcourse in language development and interpersonal skills. DIRO the Bear is a smart teddy bear robot toy that can listen, think, and learn as a child plays with it. DIRO works as a baby monitor, alarm, educational toy, storyteller, and more. Parents can connect to DIRO through a smartphone app that allows them to access the bear’s microphone remotely to check in on their children or even send messages that DIRO delivers in his own voice. Madame Tussauds can make a similar interacting toy and introduce it to the market with the Madame Tussauds brand. That way the company is not only known for their wax figures, but also for interactive toys that will double the attention to Madame Tussauds. (Tech-Integrated Teddy Bears, 2015) 16

Social Seed: Instaprint: direct printing your Instagram photo!

Trend: Socializing, Digitalization, Personalization Nowadays everyone has Instagram (300 million monthly users). Instaprint is the world’s most popular photo booth for Instagram. With this booth, you can print out photos from Instagram.

Because of this, tourists at Madame Tussauds can make pictures (selfies) with their family or friends and are able to print out their photos wherever they are during the event. This is such a great experience during your visit to an attraction you like to visit. Because of the target group young adults of Madame Tussauds and families, this product will be very popular for these target groups. Instaprint is a great success for the organizers of a tourist attraction, like Madame Tussauds because they can add their brand or logo onto each photo that is printed and that gives a customized experience. Not only the tourists get these personal customized photos, but also Madame Tussauds can post it on their social network and website. (Sztein, 2013)

con

clusion

As a result, these three trends are highly relevant for Madame Tussauds. Such trends choice shows that a certain product can increase the interaction between the attraction and the visitor. Besides of that, personalization and socializing are very important for tourists.

Integrating these three features in Madame Tussauds will lead to tourists sharing their positive experience in the attraction through different social media channels.

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4. market segmentation market segments

DURATION OF STAY Duration of stay is one of the market segments of Madame Tussauds because it depends on how long tourist are visiting and what they are going to do. When tourists are staying for only three days in Singapore, they can only do the things they really want to do, because of the lack of time. For most people, Madame Tussauds is not one of the main attractions to go to if they are on a three-day trip. If tourists are on a twoweek vacation in Singapore they are more likely to go to Madame Tussauds, only for the reason they have more time to fill. So, Madame Tussauds especially needs to focus on the tourists that visit for a short term, because they are not likely to visit Madame Tussauds. That is the change the attraction has to make (Statistics Singapore: Resident Population Profile, 2014)

SHARE OF EXPERIENCE

FAMILY’S AND YOUNG ADULTS

The degree of sharing experience is handy to know because the attraction needs to know if tourists will share their experience of Singapore online. Especially of Madame Tussauds. That is a way to communicate and advertise quickly. Also, if tourists talk to their friends and family about the trip and about Madame Tussauds, potential customers might like to go too (Statistics Singapore: Resident Population Profile, 2014).

Young adults want to explore new countries and see new things. Most of the time if they travel to an Asian country, Singapore is a stopover. So they can have a stopover of a couple of days and spent their time in Singapore.

Families who have a bigger income can travel further than just Europe and Singapore is for some countries a popular country to visit with your family. Singapore is a great place for families because of Sentosa island, which is full of entertainment (Statistics Singapore: Resident Population Profile, 2014).

CONCLUSION Considering all of the behavioral traits, habits, and goals these personas have, market segments are going to be focused on such criteria as “share of experience”, “partner(s) to travel” and “duration of stay”. These elements are to be considered crucial when creating this advertising campaign. Since the difference in these categories will target a different audience, thus, there should be special attention to how to approach them in a most efficient way.

Since the purchase of the MT tickets considered to be dominated by affection, customers firstly feel, then think and finally do. Basing on this strategy, two different types of customers are going to be approached with the help of the three main segments mentioned above. The share of the experience depends on a generation factor since young adults share more than the millennials and millennials share more than the older generation. It is important to track this factor since by sharing information about the MT experience, target audience might grow. Moreover, to target the right audience one needs to know what platforms visitors use the most to engage more. By knowing the behavior of sharing, MT can adjust already existing communication strategies. Next, is a co-travelers segment. It is important to know with whom person goes to know what motivates them to go to MT. Either to entertain children or to see their idols. Moreover, co-partner segment influences the way customers purchase tickets to MT. Since a beforehand planning is more common for family travelers rather than young adults. Latterly is more spontaneous, however still organized. And the last but not least is the duration of stay segment. By knowing the length of stay, one can determine where in priority visit to MT stays. If it is a two-day stay and a person prefer to go to Sentosa and out of all attractions chooses MT that shows that it is of a high importance for that person. If the stay is longer, probably, firstly a visitor will explore national sightseen and then go and entertain children. Furthermore, the ways to approach these two different types of people are different. For stopovers, it should be fast and highly visible so they can notice it right away, not losing priceless time and for families, it should be more relaxed and engaging for children. All these segments will be helpful to build a successful campaign.

(Singapore Tourism Board, 2016) (Expedia Media Solutions )

germany

81%

80%

Germans go online: 669.270

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Multi destination trip: 228.800

Germans travelling to Singapore To identify market size of German visitors one needs to calculate the number of millennials who go to Singapore for a stopover and go online. Total of 81% of millennials from German population go online to share information. 286,000 per year travel to Singapore. 80% from all visitors go there for a multi destination purposes. The number of millennials who are travelling to Singapore with multi destination purposes is 69,405, thus, it is a market size.

UK 30%

82%

0

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Long stay in Singapore: 140.678

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25-34 years old: 86.404 UK travelling to Singapore

To identify market size of UK travelers one needs to identify number of people who go to Singapore with families for a long stay. The total number of UK people who go to Singapore is 473,810. From this number 30% of them have a long stay (4+ days). The number of British people who go to Singapore for a long stay and their age ranges from 25 to 34 y.o (they probably have kids) is 82%, thus, 86,404, which is a market size..

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persona Michael King is a 36 years old man from the UK. As a married man and having children he really likes to go on a vacation and enjoys different and new cultures. So for that reason, the most important aspect for him is culture, entertainment, but also if the touristic attractions are child-friendly.

He is a long stay traveler meaning he stays longer than 3 days in a country.

Escaping stress and everyday life are really important for him and there has to be enough time to relax with his family. Before traveling he does some research on Google and TripAdvisor about the country he wants to visit. He is more interested in traditional ads about his trips rather than being the whole day busy on social media like the younger generation. Michael is an extrovert and independent man that really likes to travel with his family and enjoys being outside of his everyday business life and enjoy an interesting new culture with lots of entertainment for his family.

Dominik Bauer is a 30 years old man from Germany. Dominik is a married businessman without children. Dominik loves to gain new perspectives on the world by traveling and exploring everything a country has to offer.

Therefore, he also likes relaxation and to fill up new energy. He is an active internet user because he is part of the millennial generation, so posting his experiences during his vacation with his spouse on Facebook is, for example, a daily and normal routine for him to do.

He is also a stop-over traveler, meaning he continues his trip to another country by stopping over in a city in between. So, Dominik finds it important to gain new perspectives during his trip in Singapore and that makes him a real explorer in combination with an active social media attitude.

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Michael King Long stay traveller

Family men

Cultural inerested

Return visitor

Goals

“I really like to go on a vacation with my wife and kids and have a great and fun time together.”

Age: 36 years old Work: Teacher Family: Married, two kids Location: Londen Income: Average income is £24.528 per year.

introvert

extrovert

Thinking

Feeling

Semsing

Intution

Judging

Percelving

Culture fun/entertainment

- Spending time with his family - Exploring Singapore - Escape the stresses and routine of everyday life - Seeing something new - Learning more about other cultures - Likes to be entertained - Wants his children to have fun during vacation - Enough time for sightseeing

Child friendly Food & Beverage

Brands & influcencers

Frustrations - Hates to wait in long lines.

- Doesn’t really like expensive souvenirs - If there is no Wi-Fi available

Preferred Channels Traditional ads

Bio Personality

motivation

Online & social media

Because Michael is a teacher he has the benefit of many long vacations. During this time off, he likes to spend his vacation with his family and go someplace far away from England. For the upcoming vacation, he would really like to go to Singapore. He has never been there and heard some great stories about this country. He is especially very interested in Sentosa Island because it offers a lot of activities and attractions for families with children. Michael wants all the best for his family, he is interested in different cultures and likes to be entertained.

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Referral

Hobbies Watch Marvel movies, traveling, going out with friends, photography, and cooking.

Dominik Brauer Explorer

Active internet user

motivation

Logistician

Stop over traveller

Culture

Goals “I need to get away from the daily grind once in a while. To change perspectives and fill up on energy.”

Age: 30 Work: businessman Family: Married Location: Munich, Germany Income: He spends 9% of the average income to holidays (£65.500 per year)

Personality introvert

extrovert

Thinking

Feeling

Semsing

Intution

Judging

Percelving

fun/entertainment

- Escape the stresses and routine of the everyday.

- Gain new perspectives - Relaxation and rejuvenation - Nature related attractions -Experiencing authentic local cuisine

Child friendly Food & Beverage

Brands & influcencers

Frustrations - Sees Singapore as lacking in authenticity and Cultural depth - Number of available days for the trip Value-for-money

Bio Sees vacation as a reward for a year of hard work.

Goes to a trip with his spouse. Enjoys new and different experiences that allow him to gain new perspectives and understand the world. Usually, travels from January to March to escape the winter cold. To share his experience he talks to his friends and family on the phone, face-to-face or via technological platforms such as email and video chats. However, at the same time posts to social media as Facebook, since he comes from the millennial generation.

Exploration of Singapore’s cultural precincts is the most interesting area for him, then Chinatown, Little India, Gardens by the Bay and The Shoppes.

He was not aware of MT in Singapore before doing the research about the entertainment there. Most likely he checks competitors` reviews on the Trip Advisor. He planned his MT visit beforehand.

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Preferred Channels Traditional ads Online & social media Referral

Hobbies Watch Marvel movies, traveling, going out with friends, photography, and cooking.

market targeting & positioning Market targeting

positioning

The customers of Madame Tussauds Singapore are young adults and families, coming from Asia, America, and Europe. Their age is ranging from 12-25 years old if young adults and in case of families with kids. They are Economically stable and are located in the middle class and higher. They would like to have a break and be entertained without worrying about daily life. Also, they want to celebrate their vacation by going out with the whole family, enjoying and having fun. The customers of Madame Tussauds have a high involvement with the brand, this means that Madame Tussauds is a premium product. With a premium product, the customers do not buy the product without thinking. They firstly want to feel, then they think and then they buy. It calls purchase process is dominated by affection. The customers are first looking for information about the attraction because they do not want to lose time in Singapore for something that they are not interested in.

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The product that Madame Tussauds (Singapore) offers is an interactive day in a wax attraction. One of the objectives is that people have to become aware that Madame Tussauds Singapore offers a whole new experience with Marvel. With Marvel Secret Command Centre, you can start your training. You can feel what it’s like to have super powers, hang on the ceiling with Spider-men, get to grips with Wolverine’s retractable Claws, feel the incredible Hulk’s might squeeze, and stand strong alongside Captain America and Iron Man (Merlin Entertainment Group, 2015, sd). Most important are that Madame Tussauds Singapore uses this new experience to distinguish themselves from the competitors; SEA Aquarium, Singapore Zoo, Universal Studios and Gardens by the bay. These four competitors are other activities in Singapore that a tourist could visit. Madame Tussauds & Marvel can position themselves as a brand that is cheaper than their competitors and MT gives more value for the money that the tourist pays.

But Madame Tussauds & Marvel Singapore can do other things that can be improved. SEA Aquarium, Singapore Zoo, Universal Studios and Gardens by the bay are more active on social media. It is very important that Madame Tussauds & Marvel Singapore also keeps their social Media pages up to date, and let the consumer know that Madame Tussauds offers a whole new experience with Marvel. So they need to choose for information positioning. Informational positioning is used to take information about new products and their distinguishing features. The positioning of Madame Tussauds and Marvel Singapore is the transformational strategy because the products and brands are bought for fun and as you can see in the persona the visitors are highly involved. That means that the consumer first wants to feel, then they think and then they buy (the purchase proses is dominated by affection). When Madame Tussauds uses information Positioning they can show the visitors that they have a new concept with Marvel. The consumer has to know that Madame Tussauds and Marvel Singapore wants to create an interactive feeling and makes consumers feel like they are part of a story.

5. customer journey families

Entertainment research Critical

Check the MT program

Buy planetickets

Accomodation research Critical

Eat Hungry

Buy tickets for MT Exited

Budget Critical

Discuss with cotravellers Critical

Going home Nervous/ exited

Go to MT Exited

Check in at airport

Checking website MT Checking prices of plaine tickets Critical

Home research Critical

Images of Singapore live Exited

Packing Stressful

Country research Critical

Sharing pictures and experiences

Receive email about feedback to MT Depends on experience

Go to hotel Arrive at Singapore Exited/ Tired

Book hotel Exited/ critical Receive confirmation mail Exited

Check Google or ask locals for places to eat Hungry Spending time in MT Exited

Going to airport Nervous Flight to Singapore Nervous

Connect to WiFi

Make a dayplanning Exited/ critical

Check phone and connect to WiFi

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Check the flyers and discount display

Go to Sentosa Island Exited

Download/ play Marvel games Exited Giving feedback about the visit Depends on experience Tell friends and family about Singapore and MT Depends on experience

young adults

Entertainment research Critical

Buy planetickets Exited

Going to airport Exited

Accomodation research Critical

Flight to Singapore Nervous/ exited Connect ot WiFi

Country research Critical

Searh for hostel and go there Critical

Packing Exited Discuss with cotravellers Critical

Checking prices of plaine tickets Critical

Home research Critical

Check the prices of Madame Tussauds Critical

Budget Critical

Search for someting to do

Heard about MT Exited

Check in

Arrive at Singapore Tired

Ask locals what to do in Singapore Curious Go to city

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Tell others aobut MT Depends on experience

Show pictures at home

Eat Hungry

Visit Images of Singapore Recommend live on social Buy a ticket media for MT Depends on experience

Buy something in the souvenir shop Critical

Go to Sentosa Island Exited

Change money

Visit MT Exited

Sharing pictures and experiences on social media

Receive email about feedback to MT Depends on experience

Check Google or ask locals for places to eat Hungry Take some pictures of Singapore Exited

Giving feedback about the visit Depends on experience Going home or to another country

con clu sion customer journey families

families Starting from the home research, this target group begins to plan their trip. Usually, it is a family trip for a long-term stay (4+ days). Since this couple travels with a child or children they think about the trip in advance and plan costs and activities beforehand. Furthermore, such behavior is typical for conservative UK tourists.

To understand where do they want to go on a vacation they research different countries and pick one the most suitable for them. Next, they set a budget and based on that budget they look for an accommodation, plane tickets and entertainments available. The first possible touchpoint is a website itself. When a persona has completed home research, to finalize a decision for attraction one will visit a specific MT website. There they are exposed to all the useful information about the attraction to brainstorm further destination plans. After discussing it with family members they finally purchase plane tickets, hotel and MT tickets. They care to buy it in advance since they want to save more because they are traveling with a family. After purchasing they get a conformational email, at that point they feel that the MT customer service is good and cares about each client personally. When the time of the travel comes, they start packing and go to the airport. After arriving they check in and fly to Singapore. On the board, they might watch a trailer video about popular attractions such as the ones in Sentosa Island to get a clearer image of an upcoming trip. When they arrive at a country they need to pick up their baggage. Since it was a long flight from Europe they probably need to wait for it. Meanwhile, they connect to Wi-Fi and that is the second touchpoint. For example, to connect to free internet one needs to scroll through the list of top attractions in Singapore and in this way MT can increase their visibility and recognition. Moreover, since the family consists of young adults or millennials, they tend to go online much more often than the older 26

generation, thus they will most likely bump into the second touchpoint. Then they go to a hotel of a higher class and can be exposed to flyers and discounts presented at the reception. Definitely, no one can miss it when checking in at the hotel.

The moment they all settled it is time to make a day by day planning, which is common when one has children, so everything goes in order.

On the chosen day the family goes to Sentosa Island where they will be approached with the touchpoint for the third time. Outdoor advertising can come in handy. Later on, they finally get to the MT attraction and get their full experience.

In addition, they might also join Images of Singapore Live journey. When the excursion is done they will most likely get hungry, since the whole MT experience takes approximately two hours. In order to have a good lunch, they can ask advice from locals or check it online. When they find a place and arrive there, they are most likely to connect to Wi-Fi again to distract their children and have some rest. If any pictures or videos were taken they might share it right away with hashtags and comments. Moreover, there is a possibility that the person will check an email box to send pictures to friends or read an important mail. This particular moment is the last time MT communicate to visitors asking them about their feedback of their experience. MT does this to know how satisfying it was and to show a respectful attitude towards their guests.

After the Singapore trip, a family goes home where they share their pictures and experience with friends and relatives. What also can be helpful for MT is Worth On Mouth (WOM) which is a powerful and persuasive tool.

con clu sion customer journey

young adults

Young adults With target group focused on the young adults, it differs in a way that not all of the activities are planned in advance and decisions are more spontaneous. Anyways, choices are thoughtthrough. After the home research about the country, accommodation, plane tickets and entertainment options, the persona discusses it with co-travelers, friends or spouse. However, they just make an approximate plan, since they are stop over travelers and do not know for sure how their timing will be. They go to Singapore for a short period of time and thus, have limited choices. Then, they buy plane tickets and pack.

They are backpackers and usually reserve accommodations already in a destination place.

In the hometown airport, they check and go fly to Singapore. When they arrive at the Singapore, MT can approach them wither at the gates or an airport space itself, placing various interactive ads. Right after they arrive at the airport, they will connect to Wi-Fi to find the most convenient place to stay, a place to eat and entertain themselves in order not to waste any time. Moreover, by connecting to the Internet they also notify their friends and family that they have arrived since the flight is long and any unpredictable obstacles might happen when one is a backpacker. They go change money and go straight to the hostel of their choice. Since they are a little short on money and do not really care about the facilities, but more about the cultural aspect, they choose hostel over the hotel. They need just a place to sleep in, not to get an all-inclusive treatment.

Then after leaving their backpacks, they start to communicate to locals to learn about worth visiting places. At this point, they hear about MT and make their choice to visit. Then they go to the city and explore, take a lot of pictures and check in into interesting places. Social behavior is common for young adults. Then they stop in the souvenir shops to buy something for a good memory, by that moment they can get hungry 27

and go online for some advises where to try a national cuisine. After a filling meal, they head out to Sentosa Island where they can be approached with MT advertising and since it is not the first time they have heard about it already (common notion and a talk with locals) they decide to go there. When entering a museum, they check the prices and buy tickets. In their experience, Singapore Images Live is also included, so they might be interested in visiting it too. Since they are stop over travelers, they do not have a possibility to spend the whole day in the Universal studio which is located on the same island and that what gives MT an advantage over Universal, since it takes just a couple of hours. After visiting both attraction and Sentosa Island they come back to the hostel and post about their busy day and interesting trip. They share media on social networks and might message friends about it.

While online, they most likely will check an email and get the MT feedback request, where the last touchpoint tries to communicate to a customer.

After the whole trip, including Singapore and other destinations, they come back home and meet up with their friends and family to tell them some good travel stories, where WOM appears

6. online tracking COOSTOO ONLINE TRACKING PROFILE

WEEK I The research has shown that the most frequent activity is regarding positive feedback and sharing the excitement about visiting an attraction (26 positive messages), then follow posts about new figures being released, meaning that people want to share when their idol became internalized (17 messages). Next one is the request list, where people are asking questions about a particular attraction that they want to visit (10 messages). Just 3 individuals responded negatively to some complaints and the last, but not least engagement to get prizes and any kinds of discounts (2 messages).

WEEK II Week II was focused on families posting messages about their experience in Madame Tussauds on their social media. Most posts were positive.

Besides of this, there were also reactions to other well-visited attractions in Sentosa Island. Many messages were about Universal Studios and Garden

by The Bay. WEEK III During this week it became clear that lots of people all around the world really adore Marvel and are excited Marvel is being released in the attraction.

The research of week three was also searching for the online activities of other Madame Tussauds in the world and what they are doing that makes people write positively about them.

Analyzing reactions from tourists about other Madame Tussauds is crucial for Madame Tussauds Singapore so they can think about better activities that get the attention of the tourists and make them visit the one in Singapore in particular.

WEEK IIII The last week of the online tracking showed clearly that many people love to watch Marvel movies and that Madame Tussauds is doing a good job by introducing these Marvel figures in their attraction. This way people can meet their favorite Marvel figure, make a picture with it and post on social media.

The final week the research is digging deeper into the competitors of Madame Tussauds. What are tourists posting about these attractions and what are they excited about? Almost all of them were positive, people are definitely excited about the attractions located in Sentosa Island and recommend it to others.

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Sztein, A. (2013, March 18). DIY Social Photo Booths. Retrieved from Trendhunter: https://www.trendhunter.com/trends/diy-photo-booth Sztein, A. (2013, March 18). DIY social photo booths . Retrieved from Trendhunter : https://www.trendhunter.com/trends/diy-photo-booth Tech-Integrated Teddy Bears. (2015, October 16). Retrieved from Trendhunter : https://www.trendhunter.com/trends/powered-by-artificial-intelligence tickets. (n.d.). Retrieved oktober 10, 2017, from madame tussauds: https://www.madametussauds.com/singapore/en/tickets/ Tripadvisor . (n.d.). Wat te doen in Sentosa Island . Retrieved from Tripadvisor : https://www.tripadvisor.nl/Attractions-g294264-Activities-Sentosa_Island.html Tripadvisor. (n.d.). Universal Studios Singapore . Retrieved from Tripadvisor: https://www.tripadvisor.nl/Attraction_Review-g294264-d2439664-ReviewsUniversal_Studios_Singapore-Sentosa_Island.html Coosto. (n.d.). Coosto Madame Tussauds. Retrieved from https://in.coosto.com/query/sentiment?cqn%5B0%5D=&q%5B0%5D=Madame+Tussauds&sf%5B0%5D =all&fq%5B0%5D%5B%5D=&a%5B0%5D%5B%5D=&check_all=&media%5B0%5D%5B%5D=none&me dia%5B0%5D%5B%5D=photo&media%5B0%5D%5B%5D=video&sb%5B0%5D=20%2F09%2F2017&se %5B0%5D=Nu&c%5B0%5D=00a8ff&gpscircle%5B0%5D=&currenttab=sentiment&at=d3246fff3ebb777 9&timeres=day&authorsort=&ssort=free%3ADr&sview=&listsize=10&v_actsent=1&v_series=&ch=455& akey=0&tvs=list&tth=0&lff=0&rid=0&pid=35020 Expedia Media Solutions. (n.d.). Multi-generational travel trends [PDF file]. Retrieved from https://info.advertising.expedia.com/hubfs/Content_Docs/Premium_Content/pdf/Research_Mult iGen_Travel_Trends_European_Travellers-2017-09.pdf?t=1506723913497 Singapore Tourism Board. (2016, October). The Annual Report on Tourism Statistics 2015 [PDF file].

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Discovery Cove . (n.d.). Dolphin Lagoon . Retrieved from Discovery Cove : https://discoverycove.com/en/signature-experiences/dolphin-lagoon/ Expedia Media Solutions . (n.d.). Multi-generational Travel Trends.

Expedia Media Solutions. (n.d.). Multi-generational travel trends. Retrieved from Expedia Media Solutions: https://info.advertising.expedia.com/hubfs/Content_Docs/Premium_Content/pdf/Research_Multi Gen_Travel_Trends_European_Travellers-2017-09.pdf?t=1506723913497 Get Away Travel. (n.d.). Singapore Botanic Gardens. Retrieved from Get Away Travel : https://www.zuidoostazie.nl/singapore/reisgids/singapore-botanic-gardens/ Getawaytravel. (n.d.). Singapore Botanic Gardens. Retrieved from Get away travel: https://www.zuidoostazie.nl/singapore/reisgids/singapore-botanic-gardens/ inspirock . (n.d.). Floating Bridge at Siloso Beach, Sentosa Island . Retrieved from inspirock : https://www.inspirock.com/singapore/sentosa-island/floating-bridge-at-siloso-beach-a7274409325 madametussauds. (n.d.). About us. Retrieved oktober 19, 2017, from madametussads: https://www.madametussauds.com/singapore/en/ McQuarrie, L. (2017, August 3). Customizable Takeout Packaging. Retrieved from Trendhunter: https://www.trendhunter.com/trends/takeout-boxes McQuarrie, L. (2017, August 3). Customizable Takeout Packaging . Retrieved from Trendhunter: https://www.trendhunter.com/trends/takeout-boxes Pendrill, K. (2015, October 16). Tech-integrated teddy bears. Retrieved from Trendhunter: https://www.trendhunter.com/trends/powered-by-artificial-intelligence rwsentosa. (n.d.). Adventure Cove. Retrieved from rwsentosa: http://www.rwsentosa.com/Homepage/Attractions/AdventureCoveWaterpark rwsentosa. (n.d.). SEA Aquarium . Retrieved from rwsentosa: http://www.rwsentosa.com/Homepage/Attractions/SEAAquarium 33

Sentosa. (n.d.). madame Tussauds. Retrieved oktober 10, 2017, from www.sentosa.com: http://www.sentosa.com.sg/explore/attractions/madame-tussauds-singapore sentosa online store . (n.d.). Singapore Cable Car Sky Network . Retrieved from Sentosa Online Store : https://store.sentosa.com.sg/main/attractions/singapore-cable-car-sky-networ/110#!/ Sentosa state of fun. (n.d.). Tiger Sky Tower. Retrieved from Sentosa state of fun : http://www.sentosa.com.sg/explore/attractions/tiger-sky-tower sentosa the state of fun . (n.d.). Palawan Beach . Retrieved from sentosa the state of fun : http://www.sentosa.com.sg/explore/beaches/palawan-beach Sentosa the state of fun . (n.d.). Sentosa Nature Discovery . Retrieved from Sentosa the state of fun : http://www.sentosa.com.sg/explore/attractions/sentosa-nature-discovery Singapore Tourism Board. (2016). Annual report on touristic statistics 2015. Industry Research Department, Research Division, Singapore Tourism Board. Retrieved from https://www.stb.gov.sg/statistics-andmarket-insights/marketstatistics/stb%20arts%202015.pdf Singapore Tourism Broad . (2016). The annual report on tourism statistics 2015. Singapore: Industry Research Department .

Sztein, A. (2013, March 18). DIY Social Photo Booths. Retrieved from Trendhunter: https://www.trendhunter.com/trends/diy-photo-booth Sztein, A. (2013, March 18). DIY social photo booths . Retrieved from Trendhunter : https://www.trendhunter.com/trends/diy-photo-booth Tech-Integrated Teddy Bears. (2015, October 16). Retrieved from Trendhunter : https://www.trendhunter.com/trends/powered-by-artificial-intelligence tickets. (n.d.). Retrieved oktober 10, 2017, from madame tussauds: https://www.madametussauds.com/singapore/en/tickets/ Tripadvisor . (n.d.). Wat te doen in Sentosa Island . Retrieved from Tripadvisor : https://www.tripadvisor.nl/Attractions-g294264-Activities-Sentosa_Island.html Tripadvisor. (n.d.). Universal Studios Singapore . Retrieved from Tripadvisor: https://www.tripadvisor.nl/Attraction_Review-g294264-d2439664-ReviewsUniversal_Studios_Singapore-Sentosa_Island.html

Discovery Cove . (n.d.). Dolphin Lagoon . Retrieved from Discovery Cove : https://discoverycove.com/en/signature-experiences/dolphin-lagoon/ Expedia Media Solutions . (n.d.). Multi-generational Travel Trends.

Expedia Media Solutions. (n.d.). Multi-generational travel trends. Retrieved from Expedia Media Solutions: https://info.advertising.expedia.com/hubfs/Content_Docs/Premium_Content/pdf/Research_Multi Gen_Travel_Trends_European_Travellers-2017-09.pdf?t=1506723913497 Get Away Travel. (n.d.). Singapore Botanic Gardens. Retrieved from Get Away Travel : https://www.zuidoostazie.nl/singapore/reisgids/singapore-botanic-gardens/ Getawaytravel. (n.d.). Singapore Botanic Gardens. Retrieved from Get away travel: https://www.zuidoostazie.nl/singapore/reisgids/singapore-botanic-gardens/ inspirock . (n.d.). Floating Bridge at Siloso Beach, Sentosa Island . Retrieved from inspirock : https://www.inspirock.com/singapore/sentosa-island/floating-bridge-at-siloso-beach-a7274409325 madametussauds. (n.d.). About us. Retrieved oktober 19, 2017, from madametussads: https://www.madametussauds.com/singapore/en/ McQuarrie, L. (2017, August 3). Customizable Takeout Packaging. Retrieved from Trendhunter: https://www.trendhunter.com/trends/takeout-boxes McQuarrie, L. (2017, August 3). Customizable Takeout Packaging . Retrieved from Trendhunter: https://www.trendhunter.com/trends/takeout-boxes Pendrill, K. (2015, October 16). Tech-integrated teddy bears. Retrieved from Trendhunter: https://www.trendhunter.com/trends/powered-by-artificial-intelligence

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rwsentosa. (n.d.). Adventure Cove. Retrieved from rwsentosa: http://www.rwsentosa.com/Homepage/Attractions/AdventureCoveWaterpark rwsentosa. (n.d.). SEA Aquarium . Retrieved from rwsentosa: http://www.rwsentosa.com/Homepage/Attractions/SEAAquarium Sentosa. (n.d.). madame Tussauds. Retrieved oktober 10, 2017, from www.sentosa.com: http://www.sentosa.com.sg/explore/attractions/madame-tussauds-singapore sentosa online store . (n.d.). Singapore Cable Car Sky Network . Retrieved from Sentosa Online Store : https://store.sentosa.com.sg/main/attractions/singapore-cable-car-sky-networ/110#!/ Sentosa state of fun. (n.d.). Tiger Sky Tower. Retrieved from Sentosa state of fun : http://www.sentosa.com.sg/explore/attractions/tiger-sky-tower sentosa the state of fun . (n.d.). Palawan Beach . Retrieved from sentosa the state of fun : http://www.sentosa.com.sg/explore/beaches/palawan-beach Sentosa the state of fun . (n.d.). Sentosa Nature Discovery . Retrieved from Sentosa the state of fun : http://www.sentosa.com.sg/explore/attractions/sentosa-nature-discovery Singapore Tourism Board. (2016). Annual report on touristic statistics 2015. Industry Research Department, Research Division, Singapore Tourism Board. Retrieved from https://www.stb.gov.sg/statistics-andmarket-insights/marketstatistics/stb%20arts%202015.pdf Singapore Tourism Broad . (2016). The annual report on tourism statistics 2015. Singapore: Industry Research Department .

Sztein, A. (2013, March 18). DIY Social Photo Booths. Retrieved from Trendhunter: https://www.trendhunter.com/trends/diy-photo-booth Sztein, A. (2013, March 18). DIY social photo booths . Retrieved from Trendhunter : https://www.trendhunter.com/trends/diy-photo-booth Tech-Integrated Teddy Bears. (2015, October 16). Retrieved from Trendhunter : https://www.trendhunter.com/trends/powered-by-artificial-intelligence tickets. (n.d.). Retrieved oktober 10, 2017, from madame tussauds: https://www.madametussauds.com/singapore/en/tickets/ Tripadvisor . (n.d.). Wat te doen in Sentosa Island . Retrieved from Tripadvisor : https://www.tripadvisor.nl/Attractions-g294264-Activities-Sentosa_Island.html Tripadvisor. (n.d.). Universal Studios Singapore . Retrieved from Tripadvisor: https://www.tripadvisor.nl/Attraction_Review-g294264-d2439664-ReviewsUniversal_Studios_Singapore-Sentosa_Island.html

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ATTACHMENTS MADAME TUSSAUDS SINGAPORE

1

Index 360-SCAN ................................................................................................................................................ 4 COUNTRY: ............................................................................................................................................ 4 ORGANIZATION: .................................................................................................................................. 4 COMPETITION: .................................................................................................................................... 5 DOMAIN AND INDUSTRY DESCRIPTION: ............................................................................................. 6 COMPANY TARGET GROUP ................................................................................................................. 6 CONCLUSIONS: .................................................................................................................................... 7 Trends & seeds ....................................................................................................................................... 8 SOCIAL ................................................................................................................................................. 8 PRODUCT ............................................................................................................................................. 8 SOCIAL ................................................................................................................................................. 8 SERVICE ............................................................................................................................................... 8 DOMAIN: TOURISM ............................................................................................................................. 9 PRODUCT ............................................................................................................................................. 9 DOMAIN: ENTERTAINMENT ................................................................................................................ 9 SOCIAL ................................................................................................................................................. 9 DOMAIN ............................................................................................................................................ 10 PRODUCT/SERVICE ............................................................................................................................ 10 CONCLUSIONS ................................................................................................................................... 11 Plan of attack Online Tracking Profile .................................................................................................. 12 Plan of attack WEEK I ........................................................................................................................ 12 Plan of attack WEEK II ....................................................................................................................... 12 Plan of attack WEEK III ...................................................................................................................... 12 Plan of attack WEEK IIII ..................................................................................................................... 12 Online tracking profile .......................................................................................................................... 13 WEEK I ............................................................................................................................................... 13 Search data COOSTO: ........................................................................................................................ 14 Search results: ................................................................................................................................... 15 WEEK II .............................................................................................................................................. 17 Search data COOSTO: ........................................................................................................................ 17 Search results: ................................................................................................................................... 17 WEEK III ................................................................................................................................................. 19

2

Search data COOSTO: ........................................................................................................................ 20 Search results: ................................................................................................................................... 21 WEEK IIII ................................................................................................................................................ 24 Search data COOSTO: ........................................................................................................................ 24 Search results: ................................................................................................................................... 25 Market segmentation ........................................................................................................................... 28 Share experience ................................................................................................................................... 28 Types of market segmentations ........................................................................................................... 29 Survey results ....................................................................................................................................... 31 Survey questions ............................................................................................................................... 31 Survey results .................................................................................................................................... 31 Singapore Day ....................................................................................................................................... 34 Assignment 1 ..................................................................................................................................... 34 Assignment 2 ..................................................................................................................................... 37 Focusing on European visitors ........................................................................................................... 37 The intercultural profiles of different visitors ................................................................................... 37 Assignment 3 ..................................................................................................................................... 40 Top 5 visiting cultures at MT Singapore ............................................................................................ 40 How do these cultures differ from the European visitors? ............................................................... 40 Accommodating top 5 visiting cultures in MT Singapore .................................................................. 41 Online tracking profile .......................................................................................................................... 42 Click Heat map results ....................................................................................................................... 42 The 5-second test .............................................................................................................................. 44

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360-SCAN

COUNTRY: Singapore, city state in southern Malaysia, became an independent nation in 1965. It is a capital and a state all at once, making it one of only three City States in the world. This city with tropical climate is made up of one large island and 63 small, mostly uninhabited, surrounding islands.

Singapore was called Singapura, which translates as Lion City in Sanskrit, by a Sumatran Prince after he thought he saw a lion on the island. However, Singapore was originally known as Temasek, meaning ‘sea town’ in Javanese. In 2015 Australia and Singapore celebrated 50 years of diplomatic relations. Today it is a thriving global financial hub and described as one of Asia’s economic “tigers”, so-called economic giant. It is considered to be the top International-meetings city. The country has also been identified as a tax haven. Singapore’s GDP per capita was $52,96 in 2016, where public spending on education was four percent of GDP in 2014. In 200 years Singapore became one of the world’s greenest city. In addition, it has the one of a kind indoor waterfall, considered to be the tallest – 35 meters high. Lion City is famous for conservatism and strict laws that create stability and security for its citizens. No chance to imagine the whole image of Singapore not knowing local figures who shaped the country the way it is now.

Sir Thomas Stamford Bingley Raffles - known for his founding of the city of Singapore and is often described as the “Father of Singapore”; Lee Kuan Yew (September 16, 1923) - the longest-serving prime minister in world history; During the Second World War, Singapore was occupied by Japan, Lim Bo Seng - was a World War II resistance fighter based in Singapore and Malaya; Elizabeth Choy - supplied medicine, money and messages to prisoners-of-war interned in Changi Prison during World War II; Tan Tock Seng - merchant and philanthropist, who served as acting Kapitan China of Singapore (government-appointed head of the Chinese community) Chinese account for more than 75% of Singapore’s multi-racial population, with Malays and Indians making up much of the remainder. Prevailing religions are Buddhism, Christianity and no preference at all. By January 2017 population stood at 5.75 million, citizens mostly locate in public-housing tower blocks. A large percentage of its population are non-residents. It is the second densest sovereign state in the world, after the microstate Monaco. Since independence the demographics of Singapore are broadly organized under the CMIO (Chinese-Malay-Indian-Other) system of categorization. The annual total population growth rate for the year 2015 was 1.2%. The post-war boom in births led to an interest in family planning, and by 1960, the government publicly funded and supported family planning programs. Economy mostly relies on trade and heavily supported by foreign workers. The city is a part of ASEAN – world’s largest trading entity. One of the Singapore`s engines of growth is developments of metro, bus tenders and new airport terminals that are ready to welcome tourists.

Singapore has emerged as a top destination for travelers, but the high cost of living and currency appreciation have led to a decrease in international students. Media in Singapore is centered for the English-speaking audience. However, local citizens adapted the language, which now is called Singlish. Due to strict laws media content is highly controlled. Google and Facebook are the two biggest online platforms in Singapore for getting one`s business started.

ORGANIZATION: Madame Tussauds is a large organization of wax attractions, originally from London, but getting more attention by opening smaller branches around the world. This attraction displays waxworks of famous people. Who was Madame Tussauds? A daughter of physician skilled in wax modelling. At the age of 17 Marie became popular in Paris in times of French Revolution, making sculptures or so to say death masks of deceased nobles, that became symbols of revolution. By 1835 she settled in London and opened an establishment.

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After her death a dedicated grandson moves the attraction to current site on Marylebone Road where it gets devastated by fire. In 1928 it has been finally restored. Some sculptures that are done

by Marie still exist on the exhibition. Now it is owned by a leisure company called Merlin Entertainments. Another establishment follows in Amsterdam, then branches were spread in Hong Kong, New York, Las Vegas, Berlin, Shanghai, Singapore and Washington DC. In 2011 this entertaining space has celebrated 250 years. This one of a kind experience has welcomed about 500 million visitors from the very first day of its existence. Attracting domestic and overseas guests. According to Pamela Pilbeam, there may be a simple reason for the enduring popularity of Madame Tussaud’s: “There is nothing so fascinating for a human being as others of the species.”

Madame Tussaud’s used segmentation and target marketing, because it provides many returns to their organization, such as: - It allows the exhibition to identify their customer groups with different requirements and wants - The exhibition objective can be achieved easily. For example; profit maximization and long term growth - When there are market gaps in a market, it is assessed and then satisfied, this can be done by using unique product / promotional offerings.

- By handling marketing mix, in order for competence recognize the target needs. This will lead to an increase customers satisfaction (Essays, 2013)

“Our strategy is to create a high growth, high return, family entertainment company based on strong brands and a global portfolio that is naturally balanced against the impact of external factors.”– Merlin Entertainment states.

Attractions that are inside divides into Party Room, Movie Room, Sports Zone, The Royalty, Cultural Figures, Stars From The Music Industry, Leaders From The World of Politics, Chamber of Horrors and Scream and the Area Showing the Scenes and History of Madame Tussauds.

Museum communicates to its audience using leading mean – the Internet, world-wide service.

Moreover, other media tools are helping to raise awareness, such as posters, bus sides and public relations. However, sometimes delivering customer care might become a challenging element of achieving their goals. Madame Tussauds should maintain certain level of quality of customer service on the exhibition to gain customer satisfaction, increase sales and get a competitive advantage.

Nonetheless, there is a need to improve queuing process, multilingual staff and management that can handle a crowd.

COMPETITION: Besides of the Madame Tussauds attraction, Universal Studios is also located in the island Sentosa and that makes it a competitor of Madame Tussauds. Universal is a big company that works in the entertainment branch as well. The park offers a lot of events and activities for the tourists, families and young adults. Moreover, there is Disney Typhoon Lagoon Water Park is located in Singapore. Universal studio isn’t the biggest competitor with Madame Tussauds if it’s about the entre price. Universal asks 47 euro’s per visitor (Universal Studio’s, sd) and Madame Tussauds costs 29 euro’s per visitor (Madame Tussauds, sd). The fact that Universal Studio’s is more expensive is a positive thing for Madame Tussauds. Most of their communication goes through the internet. They update their website a lot and they have a very active social media. Even though Universal Studio’s is a big player in the entertainment branch, it is a different kind of attraction than Madame Tussauds.

People who go to Universal will spent there a whole day or at least more than two hours. People who visit Madame Tussauds will spent between two and three hours. Madame Tussauds is more like a museum. In Singapore you have quite some museums.

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For example the National Museum of Singapore which is the nation’s oldest museum. They present the history and culture in multi-perspective ways (Overview , sd). The entre price of the National Museum of Singapore is 18 euro’s per visitor(National Museum, sd).

DOMAIN AND INDUSTRY DESCRIPTION: Leisure, recreation and tourism industries. “Leisure is the opportunity available to an individual after completing the immediate necessities of life, when he or she has the freedom to choose and engage in an experience that is expected to be personally satisfying”. Recreation considered to be an important part of one`s life to rest their mind and serves like emotional and physical therapy. In this area, the first objectives to satisfy and entertain customers. Commercial airlines are one of the travel industry’s major employers today. When travelling, people generally are searching for leisure activities like one of the main parts of their trip.

The Sands SkyPark is an architectural masterpiece sitting on top of the three hotel towers at Marina Bay Sands, that attracts visitors the most. In 2016 number of international tourists reached 8,542,274. City guests usually enjoy high-end shopping, dining, green spaces, Chinatown, museums, Zoo, night safari, sightseeing, gaming and amusement parks. The tourist island of Sentosa, attracts more than 5 million visitors a year. Youths are generally considered to be the adopters of new products and concepts. This provides the tourism industry with the opportunity to target the young age group as their potential customers. Top countries for which Singapore is the first destination are Indonesia, China and Malaysia.

The spread of the Internet has also changed the way visitors from Malaysia plan and book their trips as they now use the internet to get ideas and information for travel destinations and activities. This is especially so for Malaysians when they travel to Singapore, as there is a strong reliance on online sources, particularly social media, for recommendations and places to visit.

COMPANY TARGET GROUP (intl. and local target groups): The target group of Madame Tussauds consists of a large group of different ages, but most of them are young adults, families, and tourists.

The people that visit MT have a good welfare in their country and so they have enough money to visit a lot of entertainment such as Madame Tussauds. These people are celebrating their holiday and want to be entertained and have fun with their family. The target group knows the concept of MT and are interested in the activities that this attraction offers them and also would like to make a picture with their pop-idol. On the other half, they still miss some more entertainment and something extra that MT can offer them. All of the Madame Tussauds are mostly the same so that’s why the one in Singapore wants to create more entertainment for their target group to satisfy them and that their visits will be more frequently.

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CONCLUSIONS: Singapore, located in southern Malaysia, is a fast growing country with a welldeveloped economic situation. In such a small period of time it became the greenest and the top international-meetings city. The most percent of the population make Chinese, Malays, Indians and non-residents. By January 2017 population stood at 5.75 million. People are spread between two religions: Buddhism and Christianity. Despite all the differences that people have, the city is a common example of a melting pot, where all traditions peacefully exist with one another. As long as Singapore has multinational environment it welcomes tourists from all around the world. Obviously, entertainment became an essential part of the Lion City. Madame Tussauds is one of the attractions that is offered on Sentosa island. Their plan is to place new Marvel wax figures into Singaporean museum. Moreover, a 4D cinema is launching alongside Marvel. The screening will have Marvel preshow where visitors can get a closer “superhero� experience. The museum needs to deal with variety of competitors such as National Museum of Singapore or even Universal Studio. However, in letter case it is quite controversial, since a considerable number of people are attracted to island because of it and chances of their visit to Madame Tussauds become higher. Leisure industry highly rely on online sources and social media. Each year more than one million Europeans come to visit the city.

Target group covers different ages, but most of them are young adults and families. Usually these people are celebrating their holiday and want to quit a routine for a little while. Following the facts mentioned above Madame Tussauds is planning to launch a new campaign relying on the research.

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Trends & seeds

SOCIAL Seed: Nashville-based startup Crystal and IBM’s Personality Insights Trend: Algorithmic Personality Detection; Artificial Intelligence

Marketers will soon have access to algorithms that can assess your personality and predict your specific needs and desires. Special programs are attempting to assess your personality—via your magazine and website subscriptions, the photos you post to social media, and more. Connecting it to Madame Tussauds, such programs can create a personalized route in the exhibition, choosing which statues you will most likely find interesting, based on you and your kid`s social activities.

PRODUCT Seed: Snapchat announced Spectacles Trend: Mixed Reality

Snapchat’s glasses are primarily for shooting video, but they necessarily include a personal dashboard, with Augmented Reality included. It overlays information right onto your field of vision.

Marvel in Madame Tussauds can take it into consideration as an alternative way of entertainment of competitors.

SOCIAL Seed: Chatbots. @DOMThePizzaBot Trend: Instant interaction

Chatbots need to serve a real purpose and make life simpler for consumers. Now this bot allows users to order Dominos pizzas directly within Facebook Messenger - without the faff of credit cards and delivery details. Anyone who has set up a free Easy Order profile can simply link to their Facebook account and from then on will be able to order their favourite pizza just by sending ‘pizza’ to Dom. @DOMThePizzaBot is one of the first in the world to enable transactions directly within social media in the UK. Madame Tussauds can take this way of communication into consideration and involve its brand to it, including Marvel as well.

SERVICE Seed: Do It Yourself Toy Store Figurines Trend: Techtivity, Gamification

The 3DplusMe Kiosks Allow Consumers to Create Personalized Action Figures. The 3DplusMe kiosks allows consumers to scan their face and create personalized action figures on-demand. The action figures can be designed to resemble popular superheroes such as Iron Man, Black Widow, Captain America and various characters from the Star Wars franchise. The idea is that children will not only end up with a personalized figurine, but they also get to take part in the design process. Marvel figures in Madame Tussauds can use this trend to create something similar to appeal to young customers. It will not only raise sails, but increase brand`s notability.

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DOMAIN: TOURISM Seed: Singapore Emotion Travel Guide Trend: Invisible Assistance

By studying the brainwaves of a family on vacation, the researchers drew up the Singapore Emotion Travel Guide, which advises future visitors of the emotions they can expect to experience at different attractions. This, they claim, will help people to tailor their perfect holiday.

PRODUCT Seed: Robot buddies Trend: Ageing

Smart Homes is a company that is busy with the development of innovative, technological solutions within the personal living environment. Robot buddies to keep older/younger people company, stimulate and activate people, keep an eye on.

A major problem among the elderly is that they are often lonely. They have no family to go out for a day. Smart homes is working to support people to stay independent longer, better for each other, and have a good time in the community. Marvel figures in Madame Tussauds can use this trend.

Older adults can visit marvel figures in Madame Tussauds with the Robot Buddies

DOMAIN: ENTERTAINMENT Seed: Virtual reality marriot Trend: Robotizing

Marriott is partnering up with Samsung to bring virtual reality to the hotel rooms. Marriott’s is currently testing their new VRoom Service in two hotels. In these hotels, guest can order a VR kit through room service. The kit is preloaded with short 2 minute experiences of other travelers around the world.

Whether you just want to relax or want to check out new travel locations, the use of virual reality technology will make it a great experience. Madame Tussauds can use this trend. Potential visitors can see if they like Madame Tussauds.

SOCIAL Seed: BFF timeout Trend: Socializing

Today we live in an online socializing world and we are connected 24/7. So, as its name suggest, the BFF timeout app will challenge you and your friends to leave your mobile phone and improve socializing with your friend in real life. When you see each other in real life, you can visit for example Madame Tussauds.

Or when a visitor visits Madame Tussauds, you can challenge them to submit their phone away.

So, aside of being ‘social in real life’, you can earn points. The more minutes you’re on a digital timeout, the more points you will get. You can save up the points and win a fun-filled trip, sponsored by Coca-Cola and McDonalds! Maybe Madame Tussauds can also be a sponsor of BFF timeout.

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DOMAIN Seed: Futuristic automated restaurant Trend: Eating out, Quality time

Because tourists want to enjoy their visits in interesting and entertaining attractions they also want to lay back and enjoy themselves eating a delicious Singaporean meal and drink. This is why Madame Tussauds need a restaurant and not a standard restaurant. Because Madame Tussauds works with Marvel figures and other science fiction characters their restaurant should also has something to do with this theme.

That is why this new automated restaurant fits perfectly in the environment of Madame Tussauds Singapore. It is a futuristic automated restaurant that super handy for a quick lunch so that you have enough time left to look around in the attraction. This restaurant called, ‘Eatsa’ creates an experience for the tourists. You can get a lot of healthy food here like quinoa bowls, packed with vegetables and proteins. This is the perfect moment to reload and fill your body with new energy to continue your tour in Madame Tussauds. People can make their own bowl of quinoa and it costs around $7,-.

The only human that’s working in this restaurant is the concierge, walking around to help any customers who have questions about how things work. The customers can order their food trough iPads. Besides of that when the customer pays with his credit card, automatically their name will pop-up on the screen. This makes it very personalized.

The good thing about this automated robot restaurant is that the process for the tourist speeds up and cut personnel costs, because there are no employees.

PRODUCT/SERVICE Seed: Working robots in travel industry continues Trend: Automatization, Robotizaton

‘’STUDY SHOWS BY 2020 TRAVELLERS EXPECT ROBOTS ON VACATIONS’’ In a survey of more than 6,000 travelers in Asia, Europe, North America and South America Travel Zoo reported that nearly 80% of the respondents expect robots will become part of their travels by 2020 and a startling 3/4 of these respondents believe that these robots will make their lives significantly better. Almost two-thirds of the respondents also stated they would be comfortable with robots being used in the travel industry.

Richard Singer, Travel zoo’s European President commented on the survey’s findings, “Right now is a very exciting moment in the history of the travel industry – groundbreaking technology is revolutionizing what is possible from the perspective of customer service, entertainment and personalization. Robots and artificial intelligence are making their debut on the tourism stage, and our research into global acceptance of robots working in the travel industry is largely positive. Most nations are starting to open up to the idea of robots in travel and see the tangible benefits heading our way in the very near future.”

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CONCLUSIONS Only a few trends are really important for Madame Tussauds. Those are; localization, interpersonal play and instant interaction.

Localization With localization, your visitors are your marketing campaign. Most of the times people will add a picture of the environment or themselves having fun, it’s the best marketing you can have. Especially because they’re more credible than others.

Interpersonal play Making your company personal and accessible can be very important. To stay in contact with your customer in a simple and personal way could help. The experience of Madame Tussauds including the staff starts from the moment you’re planning to visit Madame Tussauds. With some personal contact, the experience will be even better.

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Plan of attack Online Tracking Profile

Online social behavior is important for a touristic attraction like Madame Tussauds. Analyzing these comments of tourists and visitors to Madame Tussauds can help the attraction improve their quality.

Moreover it’s an efficient way to know their strengths and weaknesses. Tracking the online social behavior of people can help Madame Tussauds to get to know their visitors and their wishes and needs. The online tracking profile is a 4-week analyze from people posting messages about Madame Tussauds or something related to this attraction. Every week there will be different search words to find different messages from different people and influencers.

Plan of attack WEEK I Week I has many search words. For Madame Tussauds it will be important to know more about the topics like Marvel where people are talking about. What else are important search words for week I to track? Here are some examples: the 4D cinema, Marvel, experiences from visitors of Madame Tussauds, Madame Tussauds in other countries and in Singapore itself.

Plan of attack WEEK II In week II the tracking will be about families visiting Madame Tussauds. Besides of that, Universal Studios and other touristic attractions from Sentosa Island will be tracked too. Saying that, the competitors will also be an important analyze for Madame Tussauds Singapore.

Plan of attack WEEK III The tracking words of week III are similar like the two weeks before because there might be added some new and important posts of tourists. Again there will be an analyze about what people do in Sentosa Island, what do they visit there besides of Madame Tussauds? Also it’s important for Madame Tussauds in Singapore what kind of experience their partners in Asia give to tourists, but also Madame Tussauds from The Netherlands for example. In Asia you can find Madame Tussauds in 9 cities, including Singapore, and it’s good to know what their current activities or events are.

Because tourists and other people are so excited about this, they post this news on social media what might be interesting to know for Madame Tusssauds in Singapore.

Plan of attack WEEK IIII This final week, fans of Madame Tussauds will be tracked. Some search words of previous weeks will be used again. Besides of that, other topics are important to track like the fans of Marvel and competitors of Madame Tussauds.

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Online tracking profile

WEEK I Online tracking profile Madame Tussauds Week I. During the first week our research was basing on what people share the most, their satisfaction, dissatisfaction, requests about the service, engagement towards prizes and discounts and reposts when the new wax figure is announced. The monitoring of positive and negative feedbacks was done to understand people’s desire to share their experience, to understand was it strong enough to share with others on their social media. To be more specific in our search we also focused on the requests to know if Madame Tussauds’ communication online helps to resolve people’s requests. To evaluate the engagement about prizes and discounts is essential to see if it is worth posting such news on the social media and will people respond to it. Furthermore, tracking new releases of the figures is making a difference for our project, since we want to know how people react to new implementations and events.

The research has shown that the most frequent activity is regarding positive feedback and sharing the excitement about visiting an attraction. (26 positive messages), then follow posts about new figures being released, meaning that people want to share when their idol became internalized (17 messages). Next one is the request list, where people are asking questions about particular attraction that they want to visit (10 messages). Just 3 individuals responded negatively with some complaints and the last, but not least engagement to get prizes and any kinds of discounts ( 2 messages).

When the new Madame Tussauds is about to open in New Delhi people showed a high interest in it.

In addition, when the figure of EXO's Lay was put in Beijing audience reposted this news through twitter platform.

According to this information, we can say that people react to events that are happening in the attraction. Thus, marvel should raise interest when it will be launched. The most popular hashtags were: #city #vacation #wax #photo #memories #madametussauds #fun #holidays #foto

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Search data COOSTO: marvel (4d cinema OR movie) marvel (3d cinema)

19/09/2017

19/09/2017

Madame Tussauds (experience OR show OR visit) Madame Tussauds (4D cinema OR movie)

Madame Tussauds (marvel OR sculptures) marvel OR sculptures (Madame Tussauds)

19/09/2017 19/09/2017

19/09/2017

marvel OR sculptures OR Madame Tussauds 4D marvel movie OR sculptures

19/09/2017

19/09/2017

4D marvel movie OR sculptures OR Madame Tussauds 4D marvel movie

19/09/2017

19/09/2017

marvel super hero experience

19/09/2017

marvel super heroes experience

19/09/2017

Madame Tussauds country: uk, us

19/09/2017

Madame Tussauds country: uk OR us

19/09/2017

Madame Tussauds country: uk OR us (Marvel)

#FAMOUSFUN OR Madame Tussauds (marvel OR 4d cinema) marvel (event OR present OR show OR gift) Madame Tussauds(singapore)

19/09/2017

19/09/2017 18/09/2017 15/09/2017

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Search results: Complaints Why? By knowing what tourists are complaining about, Madame Tussauds can improve on that. For example, someone gave a complaint that they arrived at Madame Tussauds during opening hours, but it was closed.

Persons: Charlene Mcleod Matthew Detamore TheGrimbart

Discount/prize Persons: Baa_bara loveangelbaby

Fans Why? These fans are positive about Madame Tussauds and they share this on social media. This has a good influence on the touristic attraction.

Persons: Ali Sheikh Amit Bhardwaj Debbie Sharratt GirlOfHugs Gursharan Singh Gwen Apperson LulwaAS_10 Murali Krishna Nina Garcia Pxpierre QueenKira15XXX Tanesia Butterfield canvipturizm fla_paneli hudson.dan.dh44 imdreamingthehardest loz_edenexpozed luucybst

Requests Why? Because of these messages Madame Tussauds can do something with those requests and improve the expectations of the visitors. People ask for example for Shrek figures that they are missing in the attraction and they are asking for the new opening of the Madame Tussauds in New Delhi.

Persons: Danielle Younger Emily Metzker Murali Krishna Sourav Anselmo Paul mireia.nich

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New figure release Why? This way Madame Tussauds knows what people think about the new figure releases at the attraction.

Persons: Angelrxx Ashlyn4ever13 EXOKMKR FonAeris OH_mes ftjinhwi heavenlyiparis kjmxing koreaboooty lamawon27 loeytrash lyuanz milezaharries prettypcy xiusoIo yixingpics zyxarchive

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WEEK II In week II of the online tracking profile we focused on families posting their positive stories about their visit to Madame Tussauds. Most of the posts were positive and there were just a few negative ones, but the negative post was regarding the technical aspect of some electronic child’s toy that was not working during their visit.

We also notice that lots of tourists post about their experiences in other touristic attractions in Sentosa Island. Most of the search results were positive about these attractions and a few negative ones. People mostly posted about visiting Universal Studios and Garden By The Bay.

Search data COOSTO:

Search words 1. Madame Tussauds (children OR child OR kids) 2. Madame Tussauds Universal Studios 3. Singapore attractions 4. Sentosa Island Universal Studios 5. Singapore Garden By The Bay 6. Skyline Luge 7. Palawan Beach Singapore

Data 24/09/2017 24/09/2017 24/09/2017 24/09/2017 24/09/2017 24/09/2017 24/09/2017

Search results: This week the analyze is about families and other touristic attractions in Sentosa Island that are some strong competitors of Madame Tussauds. Knowing what tourists are talking about regarding these touristic attractions, Madame Tussauds can do something extra for their visitors that will make them visit their attraction and post about it on social media.

1. Madame Tussauds (children OR child OR kids) Positive Why? It’s important to know where people are most enthusiastic about and what they liked most about their visit to Madame Tussauds. These people visited Madame Tussauds in London and Amsterdam.

Persons: Debbie Sharratt (MT in London) Monique van der Weerden (MT in Amsterdam) Tanesia Butterfield

Negative: Why? Madame Tussauds wants to know more about why these visitors were so negative about so they can do something about it and provide the best service as possible. One of them were talking about that a train in Madame Tussauds was not working and her child wanted to go in there.

Persons: Project Truth Charlene Mcleod

2. Madame Tussauds Universal Studios / 3. Singapore attractions / 4. Sentosa Island Universal Studios / 5. Singapore Garden By The Bay / 6. Skyline Luge / 7. Palawan Beach Singapore.

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Online behavior from tourists from competitors: Why? It’s handy for Madame Tussauds to know what attracts tourists to these other touristic attractions and what they are visiting in Sentosa Island. Most of them visit Universal Studios, go to Garden By The Bay, Skyline Luge and went to Palawan Beach. All of them were very positive about those touristic attractions. There are also some people that offers special Halloween tickets or student discounts.

Persons: Business School Notenboom: study trip to Universal Studios.

Rwsentosa: offers special Halloween tickets 200+ Awesome Student Discounts: offers student discounts for students DarDar♥: is at Universal Studios (positive) Soaringliberty: is at Universal Studios (positive) Bye Singapore, Hello Gold Coast: walked in Garden By The Bay The Big Leap: is at Garden By The Bay her_explore: is at Garden By The Bay rubbish.insta: is at Garden By The Bay Reisverslag Singapore Estherschelling: is at Garden By The Bay (positive) librachild_rhea: travelling around an is at Skyline Luge pineapple.aen: at Palawan Beach (positive)

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WEEK III During week III we also searched for online behavior from tourists during their visit to our competitors. We did some research to how many people were talking about Marvel and we conclude that lots of people are fan of Marvel and like to talk about their favorite heroes. We found out that more man than woman like and talk about the Marvel figures. Many persons are also excited that their heroes are standing in Madame Tussauds recently.

Besides of this we also looked up for other Madame Tussauds’ the other 8 cities located in Asia to search for their activities and events. It seems that the Madame Tussauds in New Delhi is not opening yet, but on the 1st of December this year. People are waiting for it to be opened and are asking Madame Tussauds in New Delhi about this online.

Furthermore, Heidi Klum, recently posted a message about this new Project Runway in Madame Tussauds, New York. Because she is a famous online influencer lots of people retweet her post and find it great that this is been presented as a new activity in Madame Tussauds. According to this information it is really helpful if a celebrity represents the attraction and talks about it. This will get the attention of the tourists and make them want to visit the attraction even more.

The Madame Tussauds in Hong Kong organized in collaboration with JCdeaux an AR game in the attraction that attracts more tourists because they can interactively make virtual pictures with their celebrities. This leads to a higher popularity of Madame Tussauds Hong Kong.

While the Madame Tussauds in New Delhi is not opening yet, lots of people ask Madame Tussauds New Delhi when it’s going to open and are waiting for it. In Bangkok and Beijing there has been a new wax figure released that is a famous artist. This makes fans posting about this. It seems that when there is something new released people are posting more about these activities online.

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Search data COOSTO:

Search words 1. Singapore Sentosa Island 2. Madame Tussauds (experience OR show OR visit) 3. Marvel 4. Madame Tussauds (fun OR interesting) 5. Madame Tussauds (statues OR experience) 6. Madame Tussauds (vacation OR world) 7. Madame Tussauds (activities OR activity) 8. Madame Tussauds Amsterdam 9. Madame tussauds Hong Kong 10. Madame Tussauds Bangkok 11. Madame Tussauds Beijing 12. Madame Tussauds Delhi 13. Madame Tussauds Chongqing 14. Madame Tussauds Shanghai 15. Madame Tussauds Wuhan

Data 26/09/2017

Notes

26/09/2017

26/09/2017 27/09/29017

27/09/2017

27/09/2017

25/09/2017

27/09/2017

29/09/2017

29/09/2017

29/09/2017

29/09/2017 29/09/2017

Not open yet (opens 1st December 2017) No results

29/09/2017

No results

29/09/2017

No results

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Search results:

1. Singapore Sentosa Island Positive about other attractions in Sentosa Island Persons: m_squared2 Meijse Soaringliberty theworldbycat Positive about Madame Tussauds Singapore Persons: aloks.blagg

2. Madame Tussauds (experience OR show OR visit) Heidi Klum came out as a tracking result. She recently posted a message about that Madame Tussauds in New York is launching a Project Runway. She has a lot of influence so a lot of people retweeted her message.

Persons: Heidi Klum

3. Marvel A lot of people like Marvel and share their opinions about it online (mostly more man than woman). A few of them with more than 1m followers shares about Marvel and of course lots of people share this same message with others.

Persons: Fanpage of charisma (this woman has a lot of influence) Lindaliefje MrBrick.NL Shadow_Markuz Xtoneofsurprise AgentsofSHIELD (1.019.763 followers, lot of people share his message) JaguarJolly maximilian_ batman_updates the_screen_scoop richi_vu_uzwil kenshirox

4. Madame Tussauds (fun OR interesting) Positive experience Perons loz_edenexpozed imdreamingthehardest

5. Madame Tussauds (statues OR experience) New experiences Madame Tussauds NY Persons Heidiklum (about the new Project Runway in NY)

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6. Madame Tussauds (vacation OR world) Visits to Madame Tussauds other than in Singapore. Many people visited Madame Tussauds in Las Vegas and New York regarding to these tracking words.

Persons: fla_paneli (@Vegas) imdreamingthehardest (@Vegas) Pieter Heemeryck (@NY) 1m_MrBrightside (talking about superheroes in Madame Tussauds) Parxdoxical BrkGuguk MashrekurViki MeliikeGuler dra.carolmaciel FelipeDelVal QueenKira15XXX (lots of influence > 45.786 viewers and followers) natali_e_ padumtss_ Sisi_cool

7. Madame Tussauds (activities OR activity) People planning to go to Madame Tussauds Persons: dinofenna

8. Madame Tussauds Amsterdam What are people talking about related to the Madame Tussauds in Amsterdam?

Good experience Persons: 1m_MrBrightside (talking about superheroes in Madame Tussauds) Parxdoxical BrkGuguk MashrekurViki MeliikeGuler dra.carolmaciel FelipeDelVal QueenKira15XXX (lots of influence > 45.786 viewers and followers) natali_e_ padumtss_ Sisi_cool

9. Madame tussauds Hong Kong Visitors about Madame Tussauds Hong Kong Persons: MiniZeeS JCDecaux (MT and JCDeaux created an AR game in which passengers are able to virtually take selfies with their favorite celebrities and win fabulous prizes.)

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10. Madame Tussauds Hong Kong What do tourists say about the Madame Tussauds in Hong Kong? These people are positive about the Madame Tussauds in Hong Kong. It’s a must-go attraction and they talk about the benefits of a combo package: a round trip with a 125-year old tram in combination with an entrance of Madame Tussauds. Besides of that there is a new Marvel figure released, named Wolverine, where people are excited about too.

Persons: mex_travel7777 (says Madamae Tussauds in Hong Kong is a must-go attraction. Talks about the benefits of a combo package: a round trip with a 125-year old tram in combination with an entrance of Madame Tussauds.)

Minenhle (talks about Wolverine, a Marvel figure in Madame Tussauds Hong Kong)

11. Madame Tussauds Bangkok What do persons say about Madame Tussauds in Bangkok? People talk about the first Indonesian artist standing in Madame Tussauds, people offering tickets to Madame Tussaud Bangkok and packet trips.

Persons: Anggun History (talks about the first Indonesian artist standing in Madame Tussauds Bangkok. Has over 100.000 followers and a lot of influence) Viator Partner NL (offers admission tickets to Madame Tussauds Bangkok) giieets_backpacker (posts about a packet trip to different attractions in Bangkok and Pattaya, included Madame Tussauds) trip.cerdas (posts about a packet trip) lenyarmalinda (posts also about the packet trip) my.travel.journall (posts about the packet trip)

12. Madame Tussauds Beijing What do persons say about Madame Tussauds in Bangkok? They are talking about a new wax figure, Lay, that appeared in Madame Tussauds Beijing. It’s a famous singer, actor and producer. The post leads to lots of retweets of people that are excited about this news. A few persons like SECOND SON has a lot of followers that retweet their message.

Persons: EXO-L USA (Global) (76.812 followers) SECOND SON Soompi ℒayshands Allkpop K-Pop Fine EXO FANBASE Ravi in a sandwich

13. Madame Tussauds Delhi A week too two weeks ago it was not clear when the Madame Tussauds in Delhi would open. In week three of the tracking profile there appearing messages that it will open the 1st of December this year.

People are talking on social media about what wax statues are revealed in New Delhi’s Madame Tussauds.

Persons: Deccan Herald Pawan Gogna Amit Bhardwaj

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WEEK IIII This final week we tracked messages from Madame Tussauds’ fans and a person asking a specific question to the customer service of Madame Tussauds in Singapore. Also during this week we tracked some information about visitors talking about Marvel. Marvel movies are highly popular and this is why Madame Tussauds is doing a good job by introducing these Marvel figures in their attraction.

After just typing in Madame Tussauds we saw that 8% of the messages about Madame Tussauds were positive and 1% negative. In total 433 messages related to Madame Tussauds were written. The negative messages had not really a direct link with Madame Tussauds, but there were some reactions about that the Madame Tussauds in London didn’t changed at all and people are not happy about that. The positive reactions are for example that people can see their favorite idols in the attraction and are excited to post about their experience on social media.

There are 83 messages mentioning Sentosa. 17% positive reactions and 2% negative reactions. A lot of people find Sentosa a wonderful island and recommend it to others to visit. We found out that some tourists aren’t glad that there are almost no vegan options on the Sentosa Island and that most of the attractions sell to expensive tickets.

Because of the popularity of Sentosa Island Madame Tussauds has a positive position. Sentosa is a well visited island for fun, entertainment and families. This leads to a higher change of tourists visiting Madame Tussauds that’s located on this island.

Search data COOSTO:

Search words 1. Madame Tussauds fan 2. Madame Tussauds Singapore 3.

Madame Tussauds (experience OR fun) 4.

Madame Tussauds (enjoy OR enjoyed) 5.

Madame Tussauds (cool OR great) 6.

4D marvel OR sculptures 7. Marvel movie 8. Sentosa 9. Singapore Flyer 10. Singapore Night Safari (safari OR river safari) 11. Singapore Zoo 12. Madame Tussauds

Data 29/09/2017

Notes

29/09/2017

29/09/2017

29/09/2017

29/09/2017

29/09/2017

29/09/2017 05/10/2017 09/10/2017 09/10/2017

09/10/2017 09/10/2017

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Search results:

1. Madame Tussauds fan Persons who really enjoy their visit in Madame Tussauds and had a great experience.

Persons: Gursharan Singh

2. Madame Tussauds Singapore Tourists currently visiting Madame Tussauds Singapore or who have just been there.

Persons: Ishi Sabando Nurulhidayahmansor

3. Madame Tussauds (experience OR fun) Families visiting Madame Tussauds that had a good experience and fun.

Persons: Mustbeyummie

4. Madame Tussauds (enjoy OR enjoyed) Persons: Stefan Winterbottom

5. Madame Tussauds (cool OR great) People posting about what they find great about a specific statue of Madame Tussauds and someone that needs help from customer service with her booking online.

Persons: Pawan Gogna Danielle Younger

6. 4D marvel OR sculptures Families are interested in Marvel 4D. Persons: NorthEastFamilyFun

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7. Marvel movie These tracking words shows that Marvel is very popular and that a lot of people post about it on social media, mostly on Twitter and Instagram. People talking positive about Marvel movies and talk about their favorite Marvel heroes.

Persons: 9GAG (almost 13m followers) sebastienrey17000 articulatedjp comic_loverr wwe_hollywood_ comiclane blaximus_draws robik1520 ProEdit super.memes.movies entertainment_warehouse Sophie. marvel.legacy movietalkwithchris

8. Sentosa Many people are posting positive messages about Sentosa saying they like the island. But there was also comment about that Senotsa doesn’t have to much vegan options and that most of the attractions are expensive on the island.

Persons: Ladaxlada Wilcorijneveld sequoia_pacific rollercoaster_traveller hiit_2_fit_sg annasinski amandadyer m_squared2 IndoRotterdammert Jamessrobbins nikhilmalik02 Agam_____ Letsfloatsg

9. Singapore Flyer These people are mainly talking about their travel in Singapore by making a travel diary and let people know what they think of the touristic attractions, like Singapore Flyer. There appear 30 messages in total about this topic and all of them were positive.

Persons: jeffreyentarainaustralie loesensuusopreis PurePitWall Chantal Bleumink Rik Spekenbrink

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10. Singapore Night Safari (safari OR river safari) About what other touristic attractions on Sentosa Island are tourists talking about?

Persons: salesandtravel tipmytip

11. Singapore Zoo What other touristic attraction are popular on Sentosa Island?

Persons: Anneke mari_onlysky yukaxalfx Mathilde Lentjes Meijse21

12. Madame Tussauds Lots of young adults are excited because Madame Tussauds Amsterdam is going to release the famous Dutch vlogger and Youtuber: EnzoKnol. Besides of that there is some news about the British Merlin entertainment, operator of Madame Tussauds and Legoland, wants to take over a part of the company.

Persons: Guinevere Willowthbxbe FemkeBoorsma CharelleKnol Nickhoekman Palpeet fomteIton Izzyllaa padu_m DJ_Mojica_Photo @turks.nl Seda Co GĂźnay Koelijev KĂźbra Aslan Yeldacecii NanoLumens AFN

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Market segmentation

Share experience 52% of Facebook users stated that seeing friends’ vacation pictures inspired them to book a trip to that particular place according to a 2011 survey by Skyscanner. 34% of European travelers reported that their travel decision was influenced by the opinion of someone they only know online. Meaning, that European travelers rely more on the friends’` pieces of advice rather than online strangers. Young generations tend to post experiences on social media. In fact, 97% will post while traveling, and 75% will post once a day. That's a lot of social activity.

The graph shows that Generation Z and Millennials are the most active online, when Generation X and Boomers are less engaged, meaning that they share their experience in person, over the phone, bringing pictures after the trip, or even some Germans, do it via post cards. It is important to focus on this segment since it influences the way information about the Madame Tussauds’ experience reaches potential customers. Moreover, it gives an insight of possibilities to track positive and negative feedbacks.

Stop overs – 769,464 4+ – 307,753

Germany Millennials go online (81% - 669,270) Germans travelling to Singapore (286,000) Multi destination trip (80% - 228,800) Millennials travelling to Singapore for a stopover (69,405) - target

UK UK travelling to Singapore (473,810) Long stay (140,678) 25-34 years old (86,404) – target

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Types of market segmentations

For the Madame Tussauds in Singapore there are different types of market segmentations. For example there are a few categories in which it’s divided, like: duration of stay, share of experience, education, couples (from Germany), families (from UK), friends and solo travelers.

Duration of stay (people of UK): This is the average of a duration of three days minimum. 30,3% from the total visitors of the UK are staying 4 days or longer in Singapore.

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Couples (from Germany): 286,732 German visitors visited Singapore in 2015. These are the annual international visitors by country of residence. From 2006 till 2015 the amount of German visitors living in Germany increased with 6,6% total.

By checking the statistic of the country of nationality: 309.767 Germans visited Singapore in 2015.

In 2015 16% of all German visitors travelling to Singapore were couples.

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Number of participant Question Country Duration of stay in the country Medium where participant heard about MT for the first time Is it the first time visiting MT

1

2

3

4

India

Netherlands&Brazil

Israel

Austria

2 days

A week

3 days

Internet

yes

From 1 to 10 how satisfying was customer service

9

Internet

5

6

The Germany Netherlands

4 days.

7

8

9

Ukraine

Russia

Russia

A week

A week

A week

I just knew, I think Friends, From a Everywhere, since I was everybody Friends media, it was long time on the a child I knows and online known ago streets know about Madame unconsciously MT Tussauds

Second, first

Yes

8, you can always be better

7, The staff is working okay and are nice at the entrance

3rd time.

They visited MT in London and Las Vegas.

Las Vegas was the best according to the respondent

8

This is my 3th time I’ve been here now.

9, it was just fine.

Everyone was very nice, staff that was standing at the

From the English teacher

Yes

2nd time, both in London

Yes

Yes

Customer service was good, they were friendly

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9

8

activities were very nice and helpful.

What can be done better Couldn’t find some statues; not enough space

There are some figures More space and that more things to see aren’t and to do 100% similar to the persons

With whom person is visiting A spouse

Is it a planned Planned trip or a walk in Experience Fun, in 3 words entertaining, interesting

Planned

It`s been good

Couple

Walk in

Nothing

Nothing

Girlfriend and her sister

One time with my other grandchild, now with my grandchild and once with my sister.

Planned

Expensive Interesting

Long queues that we, no it was actually, Havent very nice, avoided notice any it was because of drawbacks, great. Not the VIP was too too small entrance impressed or ticket by something provided by everything like that my school as a special offer.

Queues too long

With my friends, and teachers

Friends

Classmates

English teacher and classmates

planned it

Planned

Planned

Planned

Planned

Fun, great experience.

It was great

Fun, Entertaining.

Funny, bright, interesting, Memorable. unique satisfying Unusual

Would a person post They`ve something checked in about the experience What would make one visit again

Duration of stay in the MT Where there any activities except from the wax figures?

Not, Yes

No, we don’t have facebook

No, he doesn’t think so

A new concept

Just to see a different one

Maybe to see new statues in different city’s but I think we will go back soon

He would like to visit Madame Tussaus in another country

Half hour

1 hour

Survey results

Survey questions 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

What country are you from?

How long are you staying in Holland?

Where did you hear about Madame Tussauds? Like online, via friends or family.

Is this your first time visiting Madame Tussauds? (if not, was there a big deference between other MT’t) On a scale from 1 to 10 how satisfying was customer service?

Why? With whom are you visiting Madame Tussauds?

Like family, friends, children, school, alone, other tourists, etc.

Did you plan this trip or was it just a walk in?

Can you describe your experience from MT in 3 words?

Would you post anything on social media about the experience?

(If so, what would you post?)

What would make you visit again?

How long did you spend in the attraction?

Where there any activities except from the wax figures?

How did you experience that?

Yes, the one with the Yes. Pictures famous with favorite person I hate, wax showing all sculptures my disregard of actors towards him!

it was a very great day.

Pictures, Instagram stories

No, I’ve been here 3 Maybe in another times and that’s country enough

Would come again for anything

Different place like USA, wider range of installations

Cheaper tickets

2-3 hours

2 hours

2 hours

Historical facts about some legendary people that I was aware of before.

Small excursion about the history of museum

No

30 to 45 minutes Yeah, she made her hand of wax. It was nice to do!

45 minutes

Singapore Day

Assignment 1 Singapore is one of the most developed southeast Asian countries. And even though the welfare is comparable with western countries, the behaviour isn’t. The culture is totally different with other norms and values. What is really characteristic about the culture in Singapore is that there are a lot of religions, different races and also a wide range of food you can choose from.

Because of the different kinds of cultural influences, Singapore make its culture one of the most diverse in the world.

Values The most important values of Singaporean people are harmony and mutual security in a group and not only for individuals. The family is very important for the local people and that’s why respect is a high value, especially for the elderly people. Furthermore, the Singaporean people like a clean environment and the use of chewing gum is therefore not accepted. (commisceo-global, sd)

Symbols Singapore has 5 symbols of social stratification. What are these 5 symbols Singapore stands for? Car, condominium, credit card, club membership, and career. Of course Singapore has different income and wealth differences, but most of the people have high expectations and want to achieve their goals. There is a big focus on education, because if you have high and good grades at school you have a higher change of a better future.

(Everyculture , sd)

Heroes Of course Singaporean people have their heroes and where they can look up too. For example, the famous football player Daniel Bennett and the prime minister of Singapore Lee Hsien. Also Dr Kumaran who raised 30.000$ and possibly more by climbing the Mount Everest for the hospital’s community charity fund.

(Wikipedia , sd), (thesmartlocal, 2015)

POWER DISTANCE Singapore wants to focus on stability within the community, people not being equal is a part of that.

Power is centralized and managers trust on their boss and on the rules and won’t go against it.

Employees are expected to do what they are asked to do and they keep it formal with managers.

People who are standing lower than others need to show respect to the one that are higher.

INDIVIDUALISM Singapore is a collectivistic community. That means they feel like “we” is more important than “I”.

People want to belong to groups, like families, clans or organisations. They keep an eye on each other for loyalty.

A person is not just individual, they want to be a part of something.

Communication is indirect and harmony within a group has to maintained. Sometimes they even appreciate politeness more than honesty.

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MASCULINETY / FEMININETY With a score of 48 is Singapore in the middle between masculine and feminine, but a bit more on the feminine side. That means that the culture has softer aspects than a more masculine culture.

People feel more empathy for other for example. Be modest because that it important. People like to stay away from conflicts at work, but also with family and friends.

UNCERTAINTY AVOIDANCE Singapore has a really low score on this. They don’t have all those rules because of the avoidance of uncertainty but because they like structure. And they need structure because of the high PDI. OR THEY ARE?

LONG TERM ORIENTATIONS Long term investments are happening a lot in Singapore. Because of the strength of the country to work on long term and make plans for the future, Singapore is now one of the five dragons with a huge economic success.

Singapore has the ability to be this strong because they keep their options open and are willing to try new things to develop themselves.

Habits

1. “Never give up, Never Surrender!” Singaporeans are strongly dedicated to their goals

2. Singaporeans are kiasu people, meaning afraid of losing.

3. Keep themselves up-to-date. Active social media users 4. Patriotic. Especially when abroad, they proudly say that they are Singaporeans.

5. They keep everything in order. They always queue up things 6. Many Malays do not have surnames. Instead, men add the father's name to their own name with the connector bin.

7. Many Indians in Singapore do not use surnames. Instead, they place the initial of their father's name in front of their own name 8. In order to keep others from losing face, much communication will be non-verbal and one must closely watch the facial expressions and body language of people they work with.

9. Everyone should take off shoes before entering the house 10. It is considered polite to place chopsticks across the bowl or on chopstick rests.

11. Singaporeans Chope(reserve) a table with packet of tissue 12. Tipping is not welcome 13. Keep to the left of the escalator 14. When Singaporeans greet each other, they ask “Have you eaten yet?”, instead of “How are you?”. Singaporeans really love their food, so talk to them about it and ask them for recommendations!

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Customs 1. Introductions are always done in order of age or status.

2. The Singaporeans do not generally use physical contact while greeting someone of the opposite sex such as kissing or hugging.

3. Singapore Festival. Singapore celebrates the festivals of every ethnic group with gusto throughout the year.

4. Hungry Ghost Festival. The Chinese come together every year, usually during mid-January to mid-February to celebrate Chinese New Year, otherwise known as the Lunar New Year, making this one of the most hyped traditional festivals in Singapore.

5. Thaipusam Festival. Celebrated by the Hindus on 30th January, in honor of their Hindu god, Subramaniam, or Lord Murugan.

6. Deepavali. Marked as the most significant date of the Hindu calendar, Deepavali falls during the month of October, with the festivities lasting throughout the entire month. The festival of lights

7. Vesak Day, the full moon day of the fourth lunar month, is the most important annual event for the Buddhist community in Singapore.

8. National Day – Singapore’s National Day falls on August 9th and the National Day Parade (NDP) is a commemoration of Singapore’s Independence

9. The flag is divided into equal red and white horizontal sections symbolizing unity and purity.

A white crescent moon and five stars in a circle symbolize a growing nation and the ideals of democracy, peace, progress, justice, and equality.

10. A funeral is a major ritual for all ethnic group. The idea of an afterlife is generally shared.

11. Avoid touching or passing object over the top of anyone’s head as it is viewed as the most sacred body part.

What is unique about MT Singapore? What is the impact of culture on providing a ‘local flavor’?

Unique about MT Singapore is that it is located in a beautiful, but also one of the most expensive locations in the world, Sentosa Island. The unique part of MT Singapore is that is has of course their real-life looking wax statues of the most famous people in the world. Every Madame Tussauds has their own wax statues, but every country focuses on other types of people they want to present. For example, The Netherlands, have more statues of football players and dj’s while Singapore also has some Asian culture involved like Asian presidents and famous Asian actors. Besides of that MT Singapore focuses more on Marvel and it has their own Images of Singapore Live. In this attraction tourists can make a boat ride that takes them through the history of Singapore. This way the tourists learn more about the Singaporean life and history in a fun way. Because of this MT Singapore can provide the tourists the ‘local flavor’ of their country and learn them something about the Singaporean life.

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Assignment 2

Focusing on European visitors We’ll focus on Germany, UK, France.

We’re focussing on these countries because they were in general the most incoming countries.

Germany: ±30.000.

UK: ±35.000.

France: ±12.000.

The incoming tourists overall are ±130.000.

The intercultural profiles of different visitors

Northern west European countries: They are mostly Low-Context Cultures, except Spanish, they are closer to High-Context culture.

Association: Relationships begin and end quickly. Productivity depends on procedures and paying attention to the goal. The identity of individuals is rooted in themselves and their accomplishments.

Social structure is decentralized.

Interaction: Nonverbal elements are not significant. Verbal messages are explicit, and communication is seen as a way of exchanging information, ideas and opinions. Disagreement is depersonalized; the focus is on rational (not personal) solutions. An individual can be explicit about another person’s bothersome behavior.

Territoriality: Space is compartmentalized. Privacy is important, so people stand farther apart.

Temporality: Events and tasks are scheduled and to be done at particular times. Change is fast, and time is a commodity to be spent or saved. One’s time is one’s own.

Learning: One source of information is used. Thinking proceeds from specific to general. Learning occurs by following the explicit directions and explanations of others. Individual orientation is preferred, and speed is valued.

Communication between two businesspersons from a low-context culture tends to be more specific and direct. It tends to emphasize individual rights, such as freedom, privacy, and autonomy.

Northwest Europeans tend to view themselves as unique and special, and are free to express their individual thoughts, opinions, and emotions. They value independence and self-reliance and emphasize individuals’ responsibility and inner motivation, also described as having an internal locus of control. Individualists also value equality; they do not differentiate between ingroups and outgroups, applying the same standards universally, also known as universalism.

Tend to have greater need for formal rules, standards, and structures. Deviation from these rules and standards is considered disruptive and undesirable.

Self-enhancement helps to promote individuality because it allows an individual to directly assert thoughts, express desires, and promote his or her self-image. Is one of the most uncertainty avoiding countries on earth.

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Chinese: A high-context culture relies on implicit communication and nonverbal cues. In high-context communication, a message cannot be understood without a great deal of background information.

High-context cultures often display the following tendencies, according to C.B. Halverson’s book Cultural Context Inventory.

Association: Relationships build slowly and depend on trust. Productivity depends on relationships and the group process. An individual’s identity is rooted in groups (family, culture, work). Social structure and authority are centralized.

Interaction: Nonverbal elements such as voice tone, gestures, facial expression and eye movement are significant. Verbal messages are indirect, and communication is seen as an art form or way of engaging someone. Disagreement is personalized, and a person is sensitive to conflict expressed in someone else’s nonverbal communication.

Territoriality: Space is communal. People stand close to each other and share the same space.

Temporality: Everything has its own time, and time is not easily scheduled. Change is slow, and time is a process that belongs to others and nature.

Learning: Multiple sources of information are used. Thinking proceeds from general to specific.

Learning occurs by observing others as they model or demonstrate and then practicing. Groups are preferred, and accuracy is valued

High-context cultures also prefer personal bonds and informal agreements over meticulously worded legal documents. They “are looking for meaning and understanding in what is not said — in body language, in silences and pauses, and in relationships and empathy,” Although you may have heard that Chinese people are very shy, they do not maintain eye contact, they do not have firm handshake, and they do not show their emotion, etc., you may have different findings in your experiences. The Chinese society is changing, especially with the newer generation.

It is very common for the Chinese to display their happiness and keep the anger, criticism, and sadness within and share only with their families and close friends.

In foreigners they seek for one`s knowledge, education, experience, leaderships, hard work, creativity, personable etc. are all important. If one does not have these to offer, the Chinese can dismiss person very quickly. They expect a lot from the foreign experts.

Malaysians: Malaysia scores very high on power distance dimension which means that people accept a hierarchical order in which everybody has a place and which needs no further justification. Hierarchy in an organization is seen as reflecting inherent inequalities, centralization is popular, subordinates expect to be told what to do and the ideal boss is a benevolent autocrat. Challenges to the leadership are not well-received.

They tend to have close long-term commitment to the “member” group, be that a family, extended family or extended relationships. Loyalty in a collectivist culture is paramount and overrides most other societal rules and regulations.

Malaysia has a normative culture. People in such societies have a strong concern with establishing the absolute Truth; they are normative in their thinking. They exhibit great respect for traditions, a relatively small propensity to save for the future, and a focus on achieving quick results.

People in societies classified by a high score in Indulgence generally exhibit a willingness to realise their impulses and desires with regard to enjoying life and having fun. They possess a positive attitude and have a tendency towards optimism. In addition, they place a higher degree of importance on leisure time, act as they please and spend money as they wish.

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How does their culture influence a visitor in Singapore? a. Impact behavior b. Impact choices made during visit

The Singaporean and European people have different kind of habits and customs. European tourists should adapt themselves to the rules and behavior of the local Singapore people. In Singapore it isn’t allowed to kiss in public and also you can’t eat chewing gum, because that’s something they don’t like and it’s even forbidden to sell it.

a.

In general having more respect for people especially for people with a higher status. So if you have a lower position in business then you don’t shake someone’s hand but let that person shake your hand first. Watch your body language and facial expressions when talking to someone. (commisceo-global , sd)

b.

- no chewing gum - no kissing in public - take shoes off before entering a house - call older people aunty or uncle - you can’t smoke in public - stay on the left side while you are on an escalator or stairs - handing something in with two hands (and with the text facing the other person)

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Assignment 3

Top 5 visiting cultures at MT Singapore We’re focussing on these top 5 countries because they were in general the most incoming countries.

1. Germany: ±30.000 per month 2. UK: ±35.000 per month 3. Indonesia: ±210.000 4. Malaysia: ±85.000 5. USA: ±32.000

How do these cultures differ from the European visitors?

Greetings in Asia are very different to that in Europe. In Japan, China, Korea, Taiwan and Vietnam, a greeting is usually carried out in the form of a bow when people meet. In Southeast Asia, it's more common to smile and nod politely, with a verbal greeting. When it comes to Europe however, the greetings differ in different countries. In Italy, people tend to greet each other with a strong embrace and a kiss on either cheek. In Britain however, a handshake is deemed to be an acceptable greeting.

While Western tourists feel a sense of entitlement, that the holiday is something they personally deserve and have earned because of their hard work, Chinese tourists do not appear to feel the same levels of stress or desire to escape from daily life and are more motivated by the different experiences they will enjoy in foreign lands.

This idea of the negatives of stress and escapism versus the positive Chinese approach.

Chinese travelers also seem to be more relaxed when it comes to planning their holiday by generally having a lot more fun at the airport and spending less time reading up on the places they are visiting beforehand than the average Westerner, someone who is more likely to be seen carrying out extensive research and reading guidebooks on the location, history and culture.

Another reason for this sense of relaxation and limited planning with Chinese tourists is that while Westerners are quite often responsible for every aspect of the trip and prefer to fully immerse themselves in one particular city, Chinese travelers generally wish to experience a wider region as part of a package tour that is planned by a travel agency

Western tourists that will be buying these low-cost reminders of the city and its culture. Chinese travelers seem very happy to get out their wallets, having become the number one spenders in an increasing number of countries, but these purchases are often on big ticket items like designer shoes and handbags rather than locally-made produce or cultural craft items.

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Accommodating top 5 visiting cultures in MT Singapore Madame Tussauds accepts school trips to their attraction and makes sure the (European) students get to develop and reinforce their knowledge. Besides of that the students will develop their awareness and understanding of how people, events and things shaped and were shaped by the forces of change through first-hand experience.

Madame Tussauds let the students and other tourists understand and explore the significance of selfand-other awareness, socio-cultural sensitivity and they can make an overall from different perspectives.

Japanese visitors like to move quickly and don’t want to wait long, so that’s why MT Singapore has introduced a fast line up for people that want to enter the attraction immediate for a higher price.

Madame Tussauds Singapore can include a souvenir shop in their attraction. Western people like to buy a small souvenir just to remind the country after their visit and Asian people like Chinese for example like to buy more souvenirs and also more expensive ones.

It’s also an idea for Madame Tussauds to have a restaurant in it with an international kitchen.

Besides of that at the exit of the attraction they can give people maps of the city with nice, high quality Asian restaurants nearby so that the tourists can plan their trip faster.

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Online tracking profile

Click Heat map results This click heat map was created to see where the respondents are interested in by seeing on what buttons they click on the website of Madame Tussauds. In total 20 respondents made the test and most of them (78%) would like to visit Madame Tussauds in Europe. 16 respondents come from The Netherlands. If there were more participants and not only from The Netherland the end result could have been different.

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The 5-second test

Next, 20 respondents did the 5-second test, meaning they had to identify if the website of Madame Tussauds was clear enough and that the message of the attraction was clear too.

The first question for the respondents was: ‘Is the website visually clear for you?’ Most of the respondents(13) answered ‘yes’, but there are still many persons that don’t find it really clear.

According to the test more than half of the respondents say the message of the website of Madame Tussauds is not very clear. You can see this in the word cloud below. The answer ‘NO’ stands out a bit more than the ‘YES’ one. This means that still a lot of people don’t understand the message of Madame Tussauds directly during the first five seconds. 12 out of 20 respondents didn’t know what the message of Madame Tussauds is about.

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The final test was to see if the respondent noticed the clickable buttons right away. You can clearly see that most of the respondents did notice it, especially the buttons Europe and America.

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Marketing 81